Jun 21, 2021 Tourist Development Council

[Items 1 - 3]

[00:00:27]

>> I'M GOING TO CALL FOR ORDER, THE PLEDGE OF

>> I PLEDGE OF ALLEGIANCE TO FLAG OF THE UNITED STATES OF AMERICA AND TO THE REPUBLIC FOR WHICH IT STANDS, ONE NATION, UNDER GOD, INDIVISIBLE WITH LIBERTY AND JUSTICE FOR ALL.

>> THANK YOU. ROLL CALL.

[4. APPROVAL OF AGENDA]

[5. APPROVAL OF MINUTES]

>> SECOND. >> ALL IN FAVOR.

>> AYE. >> APPROVAL OF MEETING MINUTES

FROM MAY 17TH. >> MOVED.

[7. TDC BOARD MEMBER RECOMMENDATION TDC]

>> ALL IN FAVOR? >> AYE.

>> VERY GOOD. AND WE ARE UP TO PUBLIC COMMENT.

IS THERE ANY PUBLIC COMMENT THIS AFTERNOON? ALL RIGHT. COMMENT.

AND WE ARE ON TDC BOARD MEMBER RECOMMENDATIONS.

WE HAVE A SEAT COMING UP AS DIANE WILL BE LEAVING US SOON.

>> ALL RIGHT. GOOD AFTERNOON.

SO YES, DIANE MATARAZA'S TERM IS COMING TO AN END.

WE WILL BE LOOKING FOR A RECOMMENDATION FROM THIS BOARD FOR ANOTHER BOARD MEMBER. WE DO HAVE QUITE A FEW APPLICATIONS. YOU ALL HAVE A TABLE IN YOUR BINDER THAT HAS BEEN BROKEN IT O LITTLE.

BUT IT IS ON ONE TABLE ON YOUR BINDERS.

AND IT IS THE SAME INFORMATION YOU SEE HERE ON YOUR SCREEN.

WHAT WE HAVE ON THE TOP IS WE HAVE TDC ACCOMMODATION APPLICANTS AND WE HAVE A TOTAL OF FIVE APPLICANTS WHO REPRESENT ACCOMMODATIONS WITHIN ST. JOHNS COUNTY AND THE SECOND HALF OF YOUR TABLE IS THE APPLICATIONS FROM NON-ACCOMMODATION APPLICANTS. SO THESE ARE FROM INDIVIDUALS IN THE COMMUNITY WHO HAVE SOME SORT OF INVOLVEMENT IN THE TOURISM INDUSTRY BUT DO NOT REPRESENT AN ACCOMMODATION.

SO WHERE WE STAND WITH THE COMPOSITION OF OUR BOARD IS THAT WE CAN SELECT, YOU ALL MAKE RECOMMENDATION FOR EITHER AN ACCOMMODATIONS OR A NUN ACCOMMODATIONS REPRESENTED BECAUSE THE FLORIDA STATUTE STATES THAT FOR THE TDC YOU HAVE TO HAVE AT LEAST THREE REPRESENTATIVES AND NO MORE THAN FOUR REPRESENTATIVES FROM AN OVERNIGHT ACCOMMODATION AND WE HAVE THREE SEATED ACCOMMODATIONS BOARD MEMBERS.

SO ALL OF THE APPLICATIONS WHICH ARE SUMMARIZED IN THIS TABLE ARE POTENTIAL APPLICATIONS FOR RECOMMENDATION THE MOMENT.

I WILL ALSO NOTED THAT WE DID CONSIDER THIS -- THE SPORT THIS EXPECTED CONSIDER -- THE SPORT DID CONSIDER A VAST NUMBER OF THE APPLICATIONS. THE LAST TIME WE DID THIS BACK IN OCTOBER LAST TIME, WE WERE LOOKING FOR 3 TDC BOARD MEMBERS.

WE WERE RECEIVING A GOOD NUMBER OF APPLICATIONS.

APPLICATIONS FOR THESE POSITIONS WHEN THEY ARE SUBMITTED, THEY ARE ACTIVE AND VALID FOR A 12 MONTH PERIOD.

ALL OF THE INDIVIDUALS WHO WERE NOT SELECTED LESS TIME AND WHO DID NOT REMOVE THEIR NAME FROM THE RUNNING, WE DID HAVE A FEW PEOPLE WHO INDICATED THEY WERE NO LONGER INTERESTED OR NO LONGER ABLE TO BE MEMBERS OF THE TDC.

I'M HAPPY TO ANSWER ANY QUESTIONS OR HOPE YOU ALL NEGOTIATE THROUGH THESE. ARE NO DIANE DID BRING SOME HANDOUTS -- I KNOW DIANE DID BRING SOME HANDOUTS.

IF YOU WOULD LIKE ME TO GO THROUGH THEM, I COULD DO THAT.

>> MR. CHAIR? >> YEAH.

JUST A QUESTION HERE. TARA AND REGINA, THAT IS, I TOOK

[00:05:08]

OR AT LEAST NOT FOLLOWED. AND SO I'M WONDERING ABOUT, ARE WE OBLIGATED TO DO THIS? OR ARE WE WASTING TIME HERE? WE SPENT A LOT OF TIME ON THIS -- ON TWO DIFFERENT MEETINGS AND

IT IS JUST BEING IGNORED. >> SO IF I'M A --

>> YES. >> I WOULD NOT CHARACTERIZE IT AS A WASTE OF TIME. I UNDERSTAND WHAT YOU'RE SAYING.

I TYPICALLY ITEMS THAT ARE TDC RELATED INCLUDING THE RECOMMENDATIONS OF THIS BOARD ARE VETTED HERE AND RECOMMENDATION IS MADE. THEY CAN ACCEPT YOUR RECOMMENDATION, IN FULL, PARTIALLY OR -- TYPICALLY THAT ARE TOURIST RELATED THAT ARE VETTED THROUGH THIS COUNSEL.

>> I UNDERSTAND. BUT I'M ALSO TROUBLED BY THIS -- WHAT APPEARS TO BE THEIR LACK OR THEIR -- WISH NOT TO PAY ATTENTION TO WHAT THEY ARE RECOMMENDING.

HAVE WE HAD THIS KIND OF SITUATION IN THE PAST, AND MY TIME HERE, I DON'T EVER REMEMBER A CASE WHERE THE COUNTY COMMISSION DID NOT ACCEPT OUR RECOMMENDATION OR AT LEAST VIEW THEM. THE LAST TWO MEETINGS, THEY REALLY HAVE NOT VIEWED OUR RECOMMENDATIONS.

>> THE RECOMMENDATIONS ARE PROVIDED TO BOARD AS YOU ARE AWARE. THEY GET AGENDA.

YOU SEE A PRETTY COMPREHENSIVE WRITE ABOUT YOUR DISCUSSION, WHAT YOU KIND OF QUESTIONS YOU HAVE, IF YOU RAISED ISSUES.

THE INFORMATION IS PROVIDED TO BOARD OF COUNTY COMMISSIONERS IN ADVANCE OF THEIR MEETINGS FOR DISCUSSION AND IN QUESTION TO ALLOW THEM TO FOLLOW UP AND ALSO BELIEVE THAT T.

THE SPORT IS NOT THE ONLY ONE THAT MAKES OCEANPORT IS NOT THE ONLY ONE THAT MAKES IT -- BOARD IS NOT THE ONLY ONE THAT MAKES RECOMMENDATIONS. THE BOARD, AGAIN, HAS SOME TAKEN THOSE REPLICANT -- RECOMMENDATIONS AND HAS ALSO REQUESTED IN SOME INSTANCES THAT THE RECOMMENDATIONS GO BACK TO BOARD OR ADVISORY BODY FOR CONSIDERATION AND THEN A SECOND RECOMMENDATION. SO I UNDERSTAND WHAT YOU'RE SAYING THIS AFTERNOON. THAT HAS HAPPENED, BUT THE BOARD DOES HAVE THE AUTHORITY TO DO THAT BECAUSE ULTIMATELY THE BOARD MAKES THE APPOINTMENT. BUT I UNDERSTAND.

I UNDERSTAND. >> THANK YOU, MR. CHAIR.

>> THANK YOU. >> MICHAEL GORDON: ANY OTHER QUESTIONS OR -- I'M SORRY. TARA, ALL OF THE APPLICANTS THAT ARE ON THAT LIST, BOTH ARE ACCOMMODATION AND ALL HAVE REQUESTED TO BE ON THIS LIST AT THIS TIME.

IS THAT CORRECT? YOU SAID THERE WERE SOME

HOLDOVERS? >> YES.

WHEN YOU SUBMIT AN APPLICATION FOR, I THINK, ANY BOARD, BUT THAT CERTAINLY FOR THE TDC BOARD, YOUR APPLICATION STAYS ACTIVE. SO WE ONLY PULLED OFF PEOPLE WHO SAID THEY WERE NOT INTERESTED. BUT IF YOU FIGURE OCTOBER, IT HAS BEEN SEVEN OR EIGHT MONTHS. BUT WE DID NOT GO THROUGH AND MAKE PHONE CALLS AND SEE IF THEY WERE STILL INTERESTED.

WE ONLY REMOVED THE PEOPLE WHO SAID THEY WERE NOT INTERESTED.

>> MICHAEL GORDON: THE LAST TIME WE DID THIS, I WANT TO SAY --

>> OCTOBER. >> I FEEL IT WAS LATER AND THAT THAT WE HAD A DISCUSSION ON IT. I WANT TO SAY IT WAS JANUARY.

AM I WRONG ABOUT THAT? >> SO ACTUALLY, THIS BOARD TOOK THE DISCUSSION UP TWICE. IN OCTOBER -- SO THE APPLICATIONS WERE RECEIVED PRIOR TO OCTOBER TDC MEETING.

THE APPLICATIONS WERE ORIGINALLY PROVIDED TO TDC IN OCTOBER.

THE THAT TDC MADE A RECOMMENDATION TO BOARD OF COUNTY COMMISSIONERS. THEY THEN ASKED THAT THE TDC GIVE FURTHER TICKETERS DOES CONSIDERATION TO RECOMMENDATION PART OF THAT WAS THERE WAS A SUCH A QUICK TOURNAMENT FROM THE TIME THE COUNTY CLOSED THAT ADVERTISEMENT OF THE OPPORTUNITC MADE THE RECOMMENDATION. THERE WAS A CONCERN.

WE DIDN'T TAKE THAT DISCUSSION AND I THINK IT WAS FEBRUARY.

IT WAS LIKE FOREVER A SECOND. THEY MADE TWO SETS OF RECOMMENDATIONS FOR THE LAST TDC BOARD MEMBERS.

>> MICHAEL GORDON: THANK YOU. AND BACK IN OCTOBER, WE HAD A NUMBER -- I THINK THERE WERE FOUR OPEN.

[00:10:03]

>> IT WAS THREE. >> DONALD SAMORA: THREE? THERE WERE THREE OPEN AT THE TIME.

IS ANYONE HERE TODAY, TO IMPORT KNOWLEDGE, TO SPEAK ON THEIR

BEHALF? >> I DON'T KNOW.

>> MICHAEL GORDON: WITH ANY OF THE APPLICANTS LIKE TO COME TO THE PODIUM -- WHAT ANY OF THE APPLICANTS LIKE TO COME TO THE PODIUM? OKAY.

>> MR. CHAIRMAN? >> MICHAEL GORDON: YEAH.

>> IF I'M A, PLEASE. IN THE INTEREST OF REPLACING MYSELF WITH SOMEONE WHO IS A NONCOMPETITION PERSON AND I WILL NOT JUST SAY NONE ACCOMMODATION, BUT SOMEONE WHO IS AFFILIATED WITH AN ATTRACTION, AN ACTIVE ATTRACTION WOULD BE AN ASSET TO THIS GROUP, WE NOMINATED KATHY FLEMING IN THE PAST AS ONE OF THE RECOMMENDATIONS AND I KNOW THE COUNTY COMMISSION CHOSE NOT TO ACT OF THAT RECOMMENDATION. BUT THE INFORMATION THAT I'M SHARING WITH MY FELLOW COMMISSION MEMBERS AND ALSO THAT WE HAVE SLIDES ON TERRA, I DON'T KNOW IF YOU CAN --

>> YES, ABSOLUTELY. >> BUT I LOOK AT IS HOW THE WORLD SEES SAINT AUGUSTINE AND SO I LOOKED AT TRIP ADVISOR SITE AND AS OF JANUARY 21, WHERE THERE WERE 98 MILLION VISITORS TO THE TRIP ADVISOR SITE, IF WE LOOK MORE CLOSELY IN THE NEXT SLIDE, WHAT IS THE SAID ABOUT SAINT AUGUSTINE AND I KNOW THAT IS SMALL TO SEE. WE ARE GOING TO GO TO THE NEXT SLIDE WHICH BLOWS UP THAT. THAT WE ARE -- IT POINTS TO THE FACT THAT WHAT SETS ASIDE EVER SEEN AUGUSTINE AND OUR COUNTY IS THE FACT THAT WE ARE THE OLDEST EUROPEAN SETTLEMENT IN THE COUNTRY AND NOWHERE ELSE IN THE WORLD CAN WE CASE THE WONDERS OF THE FOUNTAIN OF YOUTH IN ALL OF THE OTHER HISTORIC ATTRIBUTES THAT WE HAVE HERE THAT ARE UNIQUE.

AND SECOND TO NONE. IF WE LOOK AT THE NEXT SLIDE, AND WE LOOK AT THE TOP ATTRACTIONS THAT HAVE BEEN RATED BY VISITORS, WE SEE THE DISTILLERY AND THE LIGHTHOUSE, ST. GEORGE STREET, THE CASTILLE IO, THE ALLIGATOR FARM AND THE BEACHES AND IF WE LOOK AT THE NEXT SLIDE, THIS IS HOW THEY ARE RATED. SO IT IS THE INTERACTIONS.

IT IS THE VISITOR EXPERIENCE THAT IS MOST IMPORTANT IN HOW OTHERS TALK ABOUT OUR COUNTY. AGAIN, MAKING THE CASE THAT IT MIGHT BE VALUABLE TO HAVE A MEMBER OF AN ATTRACTION SITTING ON THE TDC. IF WE GO TO YET ANOTHER SITE, THE U.S. NEWS AND WORLD. ALSO HIGHLY TRAFFIC ABOUT VACATIONS. THE LANGUAGE THAT IS SHARED ABOUT SAINT AUGUSTINE HAS EVERYTHING TO DO WITH OUR HERITAGE. IF WE ARE THE OLDEST NORTHERN FLORIDA -- THIS TOWN WAS THE OLDEST SETTLEMENT IN NORTHEAST FLORIDA. THE OLDEST EUROPEAN SETTLEMENT ON THE CONTINENT. AND SO WHAT ARE WE DOING TO EMPHASIZE THAT? SO ALL THIS TO SAY, I AM IN THE -- AND THE LESS SLIDE THAT I WANT TO SHARE IS ALSO WHAT IS WRITTEN ABOUT US THAT WE ARE NUMBER FOUR AS THE BEST VACATION IN THE UNITED STATES. AND I THINK THAT WE HAVE OTHER ATTRIBUTES AHEAD OF US. SAVANNAH AND CHARLESTON, WHERE THEY A -- THEIR VISITOR EXPENSE. I BELIEVE WE HAVE MORE ASSETS HERE THAN SOMETIMES TAKEN FOR GRANTED.

MAKING THE CASE AGAIN, I STRONGLY RECOMMEND -- AND I AGAIN, STRONGLY RECOMMEND KATHY FLEMING TO -- BEING RIGHT UP THERE WITH HIGH VISITOR ACKNOWLEDGMENT AND THAT IT WOULD BE AN ASSET TO HAVE SOMEONE ON THIS BOARD THAT REPRESENTS ACTIVELY A LEADER IN AN ATTRACTION AT ST. JOHNS COUNTY.

SO THAT IS A MOTION. >> I WILL SECOND THAT IF WE ARE STARTING WITH NONE ACCOMMODATION'S FIRST BUT IF WE ARE JUST GOING TO PUT THOSE, I WILL DEFINITELY SECOND THAT WITH

KATHY. >> THANK YOU.

>> I DON'T KNOW IF WE ARE READY FOR THOSE MOTIONS YET.

>> DO WE HAVE A MOTION AND WE HAVE A SECOND.

>> FOR THE NONE ACCOMMODATION. >> WE ONLY HAVE ONE OTHER SPOT.

>> WE ARE MAKING ONE RECOMMENDATION.

>> ONLY MAKING ONE RECOMMENDATION.

>> IT IS 1 FOR CAN SEE. AND THAT SEED CAN BE FILLED BY

EITHER -- >> I WILL STILL SECOND THAT.

>> A SECOND.

THAT IS THE IMPETUS OF -- >> WE THINK -- WHY I THINK AND I

[00:15:06]

ADVISORY COUNCIL. >> I WOULD LIKE TO MAKE A COMMENT. I SUPPORT THAT MOTION.

I THINK I SUPPORT EVERYTHING THAT OU SAID.

THIS WAS A RECOMMENDATION. BUT MY QUESTION IS, WE DON'T THIS TIME AROUND, WERE NOT GETTING ANY GUIDANCE FROM THE BBC -- ON WHAT THEY WANT TO SEE. I WOULD ASK OUR REPRESENTATIVE, MICHELLE WALDRON, IF YOU WOULD,T ALL AND WOULD YOU SUPPORT THIS NOMINATION TO THEM ON OUR BEHALF?

>> YEAH. I CERTAINLY CAN.

AND I DON'T MEAN TO SOUND IN A BAD WAY.

I DON'T THINK ADVISORY BOARDS SHOULD CHOOSE WHAT THEY WANT ON THEIR ADVISORY BOARD. BECAUSE THEN YOU GET PEOPLE WHO THINK ONLY LIKE YOU THINK. YOU WOULD NOT CHOOSE SOMEBODY WHO DOES NOT THINK LIKE YOU THINK.

AND I DON'T KNOW WHAT YOU "WE STARTED THAT.

IT WAS NOT SET UP THAT WAY. BUT, I MEAN, MS. FLEMING IS -- HAS DONE A FANTASTIC JOB WITH THE WHITE HOUSE.

I WOULD HAVE NO PROBLEM. THAT IS THE ONLY RECOMMENDATION.

WE HAD SOME PEOPLE GO BACK AND FORTH.

WE DO GET A COPY THAT I CAN TELL YOU HOW I WORK PERSONALLY TO HOW I GET THROUGH A LOT OF APPLICATIONS LIKE THIS.

MOST OF THEM MISS QUESTION NUMBER TWO, WHICH IS WHAT DISTRICT YOU LIVE IN. AND SOME HAVE PUT DOWN THE CONGRESSIONAL DISTRICT COULD NOT THE DISTRICT THEY LIVE IN.

YEAH, I'M ALWAYS A LITTLE LEERY AND PERSONALLY I DON'T THINK THE ADVISORY BOARD SHOULD -- BUT THAT -- THOSE NOMINATIONS ARE FINE WITH ME. YEAH, IT IS UP THERE WITH

EVERYBODY ELSE. >> ANY OTHER QUESTIONS THAT WE

NEED TO -- >> WE ALSO HAVE A SECOND AND WE NEED PUBLIC COMMENT FOR A VOTE ON THIS.

IS THAT CORRECT? >> YES, WE CAN TAKE PUBLIC

COMMENT. >> I THINK THERE'S A CALL FOR

MORE NOMINATIONS. >> I THINK THAT IS WHAT YOU ARE GOING TO CALLED FOR. LET'S SEE IF ANYONE IS WILLING

TO SECOND. >> ARE THERE ANY OTHER NOMINATIONS? NO OTHER NOMINATIONS.

COMMENT. >> I JUST HAVE A COMMENT BEFORE I DO THESE. ALL OF THESE APPLICANTS KNOW THAT THIS IS GOING ON HERE TODAY, TO IMPORT KNOWLEDGE.

>> WE DID NOT REACH OUT TO THEM -- WE DID NOT REACH BACK OUT TO ANYBODY. WE SHOULD THE INFORMATION THROUGH THE NORMAL CHANNELS. WE DID NOT MAKE PHONE CALLS TO

THESE INDIVIDUALS. >> MICHAEL GORDON: ALL RIGHT, WE

AREREADY FOR A VOTE. >> YES.

[8. CULTURAL COUNCIL PROMOTION PLAN AND MARKETING UPDATE]

THANK YOU, EVERYBODY, FOR THAT. NEXT UP IS THE COUNCIL PROMOTION PLAN. AND WORKING UPDATE.

>> GOOD AFTERNOON. WE PRESENTED OUR PROMOTION PLAN A COUPLE OF MONTHS AGO. SO YOU HAVE ALL HAD A COUPLE OF OPPORTUNITIES TO SEE INT IT. ROB PAST.

SOME OF YOU HAVE MET BEFORE. HE IS HERE WITH US TODAY AND RATHER THAN GIVE -- I'M GOING TO HAVE ROB PROVIDE AN UPDATE ON THE BREAK THAT SHE'S BEEN DOING AND GIVING SOME ADDITIONAL PERSPECTIVE ON THE PLAN. I WILL BE AVAILABLE TO ANSWER ANY QUESTIONS OR COMMENTS THAT YOU HAVE ON THE MARKETING PLAN AS PRESENTED AS WELL AS THE BUDGET.

>> GOOD AFTERNOON. IT IS REALLY NICE TO SEE ALL OF YOU THAT I HAVE MET IN THE PAST. I BELIEVE I HAVE MET MAYBE SOME OF THE ON THE PHONE DURING COVID THE LAST TIME THAT I WAS HERE.

I WANTED TO GIVE YOU AN UPDATE. ON -- YES, HERE WE GO.

[00:20:02]

THIS IS A THREE YEAR PLAN TO KIND OF FAST TRACK TO THIS NATION. AS YOU KNOW, HOPEFULLY YOU KNOW THAT IN JULY LAST YEAR, WE WERE HERE.

WE DID THE DESTINATION REVIEW. WE CAME IN JUST TO KIND OF DETERMINE WHERE THE COUNTY STOOD AS FAR AS PROMOTING ITS CULTURAL ASSETS AND THAT THIS NATION. THROUGH YOUR COURAGE, THIS NATION MARKETING PROGRAM AND THERE WERE A LOT OF THINGS THAT WERE MISSING. AND SO, THIS PLAN IS A FAST TRACK TO HELP YOU ESTABLISH ST. JOHNS COUNTY AS ONE OF THE PREMIER CULTURAL DESTINATIONS IN THE UNITED STATES.

WE DID WORK ALL OVER THE COUNTRY AND WE ARE ALWAYS SO IMPRESSED WITH WHAT WE SEE HERE AND NO ONE ELSE HAS WHAT YOU HAVE AS FAR AS HERITAGE AND CULTURE GOES. SO THE OBJECTIVE OF OUR PLAN WAS TO ESTABLISH A CULTURAL TOURISM PLANT THAT BOOK DIFFERENTIATE AND IN MARKETING, THERE IS NOT A WORD THAT IS MORE IMPORTANT THAN THAT. THAT IS THE MOST IMPORTANT WORD IN MARKETING AND THAT IS TO DIFFERENTIATE YOURSELF FROM THE COMPETITION. WE WANT TO DIFFERENTIATE THIS DEFINITION AND BY DOING THAT. WE WANT TO ELEVATE IT.

SO THAT IT IS COMPETITIVE MARKET POSITION IS ONE THAT IS PREMIER.

AND AFTER BEING HERE FOR A YEAR NOW, JULY WILL BE A YEAR THAT I HAVE BEEN WORKING IN AND RENT THE DESTINATION WITH THE CULTURAL COUNCIL. I CAN CERTAINLY SAY THAT I DON'T THINK WE'RE THERE YET. WHAT I SEE IS WHAT I HEAR IS WE HAVE A LOT OF WEEKEND VISITORS WHICH TELLS ME THAT WE HAVE A LOT OF REGIONAL TRAFFIC. THEY ARE DRIVING IN.

THEY ARE COMING IN FROM TO BECOME BECAUSE IT IS EASY.

IT IS EASY TO GET OVER. IT IS FASTER TO GET HERE.

AND THAT IS A GREAT MARKET TO HAVE.

BUT WE NEED TO FILL IN THAT WEEKDAY VISITOR TRAVEL AND WE NEED TO BRING INVESTORS THAT ARE GOING TO SPEND MORE TIME.

THEY ARE GOING TO SPEND MORE MONEY.

AND THEY ARE GOING TO STAY LONGER.

AND THAT IS WHAT WE REALLY NEED TO DO.

WITH THIS CULTURAL MARKETING PLAN, IS HELP YOU DEVELOP A SUSTAINABLE TOURISM PROGRAM SO THAT YOU DON'T JUST HAVE THIS RAPIDFIRE WEEKEND WHERE IT IS ELBOW TO ELBOW.

I CAN SEE THE LOOK ON THE RESIDENCE' FACES.

AND THE VISITORS SOMETIMES DON'T LOOK TOO HAPPY.

WE NEED TO CREATE A MORE SUSTAINABLE PROGRAM THAT WON'T CREATE OVER TOURISM. OVERTURES THEM IS NOT GOOD FOR ANYBODY. WE WANT TO CREATE TOURISM THAT IS GOING TO MAKE THE COUNTY HAVE YEAR-ROUND VISITATION AND TO BRING VISITORS IN FROM ALL OVER. SO THAT IS REALLY WHAT THIS PLAN IS ALL ABOUT. IT IS A THREE YEAR.

WE WANT TO ELEVATE THIS DEFINITION SO THAT WE CAN ATTRACT THE DIFFERENT TYPE OF VISITOR THAT IS NOT JUST THAT REGIONAL DRIVING VISITOR. YOU CERTAINLY DESERVE IT.

SO OUR GOAL IS TO UTILIZE THE EXISTING CULTURAL ASSETS.

NOW, I JUST CAME OFF A SEVEN-DAY PHOTO SHOOT.

AND WE HAD TWO CREWS HERE, FILM, VIDEO, AND WE HAD PHOTOGRAPHERS.

AND RECOVERED 56 LOCATIONS. AND ABOUT SIX DAYS AND THAT WAS DURING 11 DIFFERENT DOWNPOURS OF RAIN AND LOTS OF INTERRUPTIONS.

AND WE STILL MANAGED TO GET 56 LOCATIONS IN.

AND I DON'T THINK WE GOT THEM ALL.

THAT IS HOW MANY CULTURAL HERITAGE LANDMARKS AND THINGS THAT YOU HAVE THAT ARE OF NATIONAL AND INTERNATIONAL IMPORTANCE THAT NEEDED TO BE PHOTOGRAPHED AND CATALOG.

WE DID OUR BEST. AND WE WILL CONTINUE TO DO THAT.

THE GOAL IS TO ATTRACT NEW VISITORS TO YOUR AREA.

AND AGAIN, I'M GOING TO SAY IT AGAIN.

YOU ARE PROBABLY GOING TO GET TIRED OF ME SAYING IT, BUT IT IS THE CULTURAL VISITOR. THE REASON THAT WORK IS SO IMPORTANT IS, THEY SPENT MORE. THEY STAY LONGER.

THEY ARE THE CRÈME DE LA CR CRÈME.

YOU CAN TELL THEY HAVE BEEN HERE MANY TIMES MOST OF THEM.

WE WANT TO BRING IN SOME FOLKS THAT ARE GOING TO STAY LONGER, SPEND MORE MONEY AND ELEVATE THE DESTINATION AND HELP YOU ESTABLISH THAT SUSTAINABLE YEAR-ROUND SO THAT IT IS NOT ALL ON SATURDAY AND SUNDAYS. I GOT UP AT 5:30 A.M. AND I WAS READY FOR A SUNUP SHOOT. FIRST CATTLE THAT EVER CAME TO THE UNITED STATES. IT WAS NOT THE LONGHORN.

IT WAS RIGHT HERE IN ST. JOHNS COUNTY.

IT WAS THE CRACKER COW, ALSO THE CRACKER HORSE.

THERE'S TWO OF THEM HERE. SO THAT IS A REALLY COOL CULTURAL HERITAGE STORY. THAT IS WHAT TOURISM IS ABOUT.

IT IS ABOUT TELLING STORIES AND GETTING PEOPLE ENGAGED AND INTERESTED INDUSTRIES THAT YOU HAVE TO TELL AND THE PLACES TO VISIT. WE ALSO WANT TO GET PEOPLE OUT AND SEE ALL OF THE DIFFERENT THINGS, NOT JUST IN ONE AREA OF THE COUNTY. THERE'S SO MUCH HERE, EVERY

[00:25:01]

I MEAN, THE LIST OF FIRSTS AND OLDEST IS SO LONG I CAN EVEN RECITE ALL OF THEM RIGHT NOW. IT IS MIND-BOGGLING HOW MUCH YOU HAVE HERE IN THE WAKE OF CULTURAL -- WAY OF CULTURAL ASSETS. CULTURAL AND HERITAGE DESTINATIONS. ELEVATE THEIR PRODUCT AND ELEVATE THEIR PLACES SO THAT IT IS BETTER FOR THE RESIDENTS, BETTER EXPERIENCE FOR THE TOURIST AND IT IS GOING TO CREATE RETURN ON INVESTMENT IN YOUR ROCKETING DOLLARS.

HERE'S MY STRATEGIES REAL QUICK. WE HAVE TO ADHERE TO A THREE YEAR PLAN AND WE NEED TO FAST TRACK BECAUSE WE DON'T HAVE A LOT OF MONEY. WE HAVE VERY LIMITED FUNDS TO MAKE THIS HAPPEN, SO WE'RE GOING TO HAVE TO BE RELIEF DILIGENT AND RELEASE STAY FOCUSED ON OUR STRATEGIES.

WE DON'T HAVE THE MONEY TO GO ASTRAY HERE.

YOU ARE VZP -- LET THEM CONTINUE TO DO THAT.

WE KNOW HOW TO BRING PEOPLE FROM OTHER PLACES.

AMERICAN AIRLINES JUST ANNOUNCED NEW FLIGHTS COMING INTO TEXT AND FILL AIRPORT. YOU CAN FLY DOWN FOR $238 ROUND-TRIP FROM CHICAGO. IT IS AN EASY FLIGHT.

THERE'S ALL KINDS OF OPPORTUNITIES.

YOU CAN COME IN THE MORNING, THE AFTERNOON, THE EVENING.

IT IS EASY TO EASY TO GET HERE. SOUP WE ARE GOING TO -- SO WE ARE GOING TO TARGET THAT VISITOR PROFILE.

WE WANT TO BRING THE BOOMERS AND THE MILLENNIALS.

WE INCLUDED SEVERAL DIFFERENT MARKETING STUDIES ON WHITE WE ARE TALKING ABOUT BOOMERS AND MILLENNIALS.

WE WANT TO AMPLIFY THE CULTURAL AND HERITAGE MESSAGING.

THE MESSAGING COMING OUT OF THIS AREA IS REALLY RIGHT ON TARGET WITH ALL OF INPUT REGIONAL DESTINATIONS ARE PROMOTING WHICH IS BEACH AND FUN AND FAMILY AND VERY TYPICAL FLORIDA.

IT IS A GREAT MESSAGE. BUT YOU HAVE ANOTHER LEVEL.

THAT IS WHAT WE WANT TO DO. WE WANT TO HELP YOU LATER ON THAT ADDITIONAL LEVEL. WE WANT TO MAXIMIZE THE IMPACT THAT WE HAVE HERE WITH OUR LIMITED RESOURCES BY ADHERING TO CERTAIN MARKET SEGMENTS AND MARKET EXPERTISE.

BUT I SEE THAT -- SAY THATIT MEO STAY IN OUR OWN PLAN IN ORDER TO MAKE THIS WORK. I CAN'T DO THAT IF WE HAVE MIXED MESSAGES AND EVERYONE IS -- CULTURAL VISITORS.

IT IS NOT GOING TO WORK. WE -- YOU DON'T HAVE ENOUGH MONEY. YOU ARE NOT SPENDING $30 MILLION ON MARKETING EVERY YEAR. YOU ARE SPENDING FIVE OR SIX.

WE HAVE TO DO WHAT WE DO AND DO IT REALLY WELL.

I ASK THAT AS WE GO FORWARD, WE COLLABORATE IN A WAY THAT LETS US DO WHAT WE DO THE BEST. SO YOUR VZP IS AWESOME AND HELPING TO CONTINUE TO BRING IN MONEY ON A CONSISTENT BASIS FOR YOUR ATTRACTIONS AND THINGS. LITTLE STRENGTH IS NEXT 36 MONTHS BUILD UP THAT CULTURAL VISITOR AND THEN TOGETHER, WE CAN ALL MARKET BOTH SEGMENTS. THERE'S WORK TO BE DONE.

WE ARE DOING THAT ] RIGHT NOW.

WE ARE LAYING DOWN THE TRACKS. GETTING THE IMAGES THAT YOU NEED, GETTING THE MESSAGES THAT YOU NEED AND THEN WE WILL BE READY TO ROCK 'N' ROLL. THIS STEP HAS TO HAPPEN.

IT HAS TO HAPPEN IN THE PAST. SO THIS IS OUR INTERNAL BRAND PROMISE. THIS WILL KEEP US ON TASK.

ONLY INCENTIVES COUNTY, NEW EXPERIENCE FIVE CENTURIES OF DIVERSE ARCHITECTURE, AUTHENTIC CULTURAL AND HERITAGE ASSETS.

THEY ARE VERY AUTHENTIC HERE. IT IS OVERWHELMING THE NUMBER OF FIRST AND ONLY IN THE UNITED STATES THAT YOU HAVE AND IT IS ALL HOUSED AMONG EXPENSIVE CULTURAL LANDSCAPES.

BEAUTIFUL LANDSCAPES. BEAUTIFUL BEACHES AS WELL.

AND EXTREMELY FRIENDLY FLORIDIAN HOSPITALITY.

I HAD SOMEONE SAY TO MEET THIS WEEK WHEN I WAS HERE COUPLE, HERE EVERYONE IN CHARLESTON IS SNOBBY.

I SAID, WHAT? AND THIS WAS WRITTEN WAY BEFORE THEN BECAUSE I WORKED IN FLORIDA QUITE A BIT AND I UNDERSTAND FLORY DIDN'T HOSPITALITY IS A REAL THING.

AND IT IS AN ASSET THAT YOU HAVE.

YOU HAVE CULTURAL HERITAGE. YOU ARE ALSO A FRIENDLY, OPEN PLACE BUT THAT IS IMPORTANT FOR US TO KEEP IN MIND AS WE CONTINUE TO BUILD THIS CULTURAL BRANDING.

SO THIS IS WHAT WE WERE DOING SO FAR.

WE WROTE THE PLAN. WE SUBMITTED IT APRIL 30TH.

AND WE HIT THE GROUND RUNNING. SO RIGHT NOW, WHAT WE'RE DOING IS WE ARE CAPTURING ALL OF THE IMAGES THAT ARE GOING TO BE NEEDED TO PROMOTE YOUR CULTURAL HERITAGE.

YOU HAVE THE LARGEST COLLECTION OF TIFFANY GLASS IS IN THAT WORLD. IT IS KIND OF BIG.

[00:30:02]

KIND OF APRIL -- COOL, IMPORTANT STORY TO TELL.

WE WERE VERY BLESSED THAT YOUR NATIONAL PARK SERVICE ALLOWED US TO COAX IN, EVEN THOUGH IT IS -- GO IN, EVEN THOUGH IT IS CLOSED RIGHT NOW. FANTASTIC NATIONAL LANDMARK.

THERE'S JUST SO MANY. WE CAPTURED 3500 PHOTOGRAPHS AND PROBABLY 40 HOURS OF THE FILM THAT WILL NOW BE GOING -- WE WILL NOW BE GOING THROUGH, CATALOGING AND CREATING THOSE ASSETS FOR YOU TO BUILD A HERITAGE AND CULTURAL LIBRARY.

WE TOOK ADVANTAGE OF GETTING OUT OF THE GATE REALLY FAST BUT WE WERE INVITED TO A GROUP TOUR CONVENTION.

SO WE WENT. AND ONE WAS SPECIALIZING IN AFRICAN-AMERICAN GROUP TOURS. AND THE OTHER ONE WAS SPECIALIZING IN BOOMERS, BABY BOOMER TOURS.

AND THESE ARE JUST SOME MATERIALS THAT WE TOOK ALONG.

THE RESULT WAS THEY GOT THOUGH SHE WAS ASKING IF WE WOULD THEN HOST THE AFRICAN-AMERICAN TOURISM TRAVEL CONFERENCE IN 2023. SO THAT IS PRETTY COOL THAT THE ORGANIZERS WERE NOT EVEN AWARE OF HOW SIGNIFICANT HERE YOU -- THE FIRST THREE AFRICAN-AMERICAN SETTLEMENT THROUGH THE IMPETUS FOR THE CIVIL RIGHTS ACT BEING SIGNED INTO LAW.

SO THEY WOULD LIKE TO COME IN 2023.

AND THAT WOULD BRING A WHOLE NEW LEVEL OF TOURISM FOR YOU IN AFRICAN-AMERICAN TOURISM. SO THAT IS THE THING THAT I'M FINDING. ANYTIME I MENTION IT, IT IS AN AUTOMATIC, YOU KNOW, YES.

YOU KNOW? WE ARE UNAWARE THAT THIS WAS HERE. SO LOTS OF OPPORTUNITY.

THE NEXT STEP, THE REASON WE ARE TAKING ALL OF THESE PHOTOS IS BECAUSE WE HAVE TO HAVE RESPONSE MATERIALS.

IF WE GET PEOPLE INTERESTED, TTHAT THE S, SCOTT WILK, YOU KNOW, WHAT DO YOU HAVE? WHERE'S YOUR GOD? THERE'S YOUR HERITAGE GUY? RISK OF YOUR WEBSITE WITH ALL OF THESE COOL THINGS. WHWHAT WERE DOING RIGHT NOW IS E ARE YIELDING THOSE AND WE ARE WORKING ON THEM.

THAT IS WHY THE IMAGING WAS SO IMPORTANT.

WE ARE ALSO CREATING A LIBRARY OF CONTENT.

WE ARE WRITING CONTENT FOR EACH ONE OF THOSE CULTURAL ASSETS SO THAT WILL BE ESTABLISHED AND THAT CAN BE USED AT ANY TIME.

WE ARE ALSO TARGETING NEW JILL MARGETTS.

AGAIN, THERE'S SO MANY ACOLYTES IN JACKSONVILLE WHICH IS A REAL QUICK -- IT TAKES ME LONGER TO GET FROM MY HOME IN CHICAGO WHICH IS DOWNTOWN TO O'HARE, WHICH IS A 15 MILES AWAY.

IT TAKES ME AN AVERAGE HOUR, I CAN GET HERE FROM JACKSONVILLE IN 15 MINUTES. SO, I MEAN, IT IS REALLY EASY.

AND IT IS A NICE SMALL LITTLE AIRPORT.

NO HASSLE WHATSOEVER. AND THE FLIGHTS ARE REALLY REASONABLE. WE ARE TARGETING NEW YORK AND CHICAGO RIGHT NOW. WE STARTED 101ST.

AND WE STARTED DOING A LITTLE FACEBOOK THAT NOTHING BIG.

AND TARGETING CHICAGO, NEW YORK. WE HAD AN INCREASE OF 266 THAT FOLLOWERS. 160 OF THOSE WERE FROM NEW YORK AND CHICAGO. IT SAID, WE ARE ENGAGE.

SO -- AND I THINK WE SPENT ABOUT $100 ON A FACEBOOK AD.

VERY, VERY LITTLE. LOTS OF OPPORTUNITY OUT THERE.

YOU KNOW? WE WERE ABLE TO BRING OVER SOME -- FOR THE ST. AUGUSTINE MUSIC FESTIVAL, AGAIN, SPENDING LITTLE MONEY. THERE'S LOTS OF PEOPLE THAT WOULD BE EXTREMELY INTERESTED IN THE CULTURAL AND HERITAGE PRODUCTS THAT YOU HAVE IF THEY WERE MORE AWARE.

SO WE NEED TO PRODUCE THAT CULTURAL AND HERITAGE GUIDE.

WE HAVE A TIGHT TIMELINE HERE. I WANT TO BE READY OCTOBER 1ST SO WE CAN START MARKETING. IN ORDER TO START MARKETING, WE HAVE TO HAVE OUR RESPONSE MATERIALS READY.

YOU CAN'T GO TO MARKET WHEN PEOPLE ASK, ARE THERE MORE? WE'RE GOING TO PRODUCE THE CULTURAL -- CULTURAL AND HERITAGE GUIDE. THEN WE ARE READY TO START PITCHING THE NATIONAL CULTURAL MEDIA OUTLETS.

AND, YOU KNOW, DOES NOT NO REASON WE CAN'T LAND ON THE TIMES, NATIONAL GEOGRAPHIC, REALLY FOCUS ON THE CULTURAL AND HERITAGE FIVE CENTURIES OF ARCHITECTURE AND AMERICAN HISTORY. THE COUNTRY IS READY.

EVERYBODY IS DYING TO GET OUT OF THEIR HOMES AND STARTED TRAVELING AGAIN AND THIS IS LIKE A NEW UNDISCOVERED HERITAGE THIS NATION. AND WE ARE ALSO LOOKING TO SECURE THE NEW GROUP TOUR OPPORTUNITIES AS WELL FOR CULTURAL HERITAGE. SO IT WILL BE A WONDERFUL FIT WITH THE LEISURE TOURISM THAT YOU WILL HAVE TWO GET TWO MARKETS. YOU BUT JUST HAVE TO ONE.

AND THE CULTURAL VISITOR, THEY WILL COME DURING THE WEEK.

[00:35:04]

THEY ARE BABY BOOMERS. THEY ARE MILLENNIALS.

THEY KNOW HOW TO WORK REMOTELY. THEY DON'T NECESSARILY WANT TO COME WHEN IT IS SUPER BUSY. IT WILL GIVE YOU MORE RETURN ON YOUR INVESTMENT WITHOUT CREATING OVER TOURISM AND OVER CROWDING.

2022, IT IS TIME TO START EDUCATING.

WE WANT TO GET OUT OF THERE. WE NEED TO GET THE INDUSTRY PARTNERS ON THEIR GAME. VISVISIT FLORIDA.

WE GET THAT MATERIALS THAN INTAKE IT IT THERE'S SOMETHING OTHE THAN JUST BEACHES AND FUN IN THE SUN.

YOU GUYS HAVE A WHOLE ANOTHER LAYER HERE THAT SHOULD BE IMPORTANT TO YOU FROM AN INTERNATIONAL STANDPOINT.

WE WANT TO TALK TO THE GATEKEEPERS.

THAT WILL BE LIKE THE NATIONAL TRUST.

THERE'S SEVERAL OF THOSE GATEKEEPERS THAT TAKE CHARGE OF THE CULTURAL HERITAGE OF THIS COUNTRY.

WE ARE GOING TO GO KNOCK ON THOSE DOORS AND WERE GOING TO EXPAND THE DESTINATIONS FOOTPRINT.

YOU WILL HAVE PEOPLE THAT WILL COME STAY LONGER AND IT WILL BE A HIGHER QUALITY VISITOR. WE DID DO A STUDY IN JULY THAT COMPARED SAVANNAH, ST. AU ST. AUGUSTINE, AND CHARLESTON.

AND I HOPE THAT YOU GOT A CHANCE TO LOOK AT THAT BECAUSE SAVANNAH HAS TENS OF PEOPLE COMING IN, BUT THEY ARE NOT HARDLY SPENDING ANY MONEY BECAUSE THEY ARE ALL REGIONAL PEOPLE.

AND THEY ARE CLOGGING UP THE STREET.

THEY ARE JUST EXPENSIVE FOR ALL OF THE FACILITIES YOU HAVE TO PROVIDE FOR OTHERS AND THEY ARE NOT LEAVING MUCH BEHIND.

CHARLESTON, ON THE OTHER HAND, THEIR VISITORS ARE SPENDING TWO TO THREE TIMES WHAT THE VISITORS IN SAVANNAH SPENDING AND WHAT THE VISITORS HERE ARE SPENDING. AND THAT IS BECAUSE THEY HAVE ALWAYS GONE AFTER THE CULTURAL AND HERITAGE VISITOR.

THEY HAVE NOT GONE FOR THE LOW HANGING FRUIT, WHICH IS THE REGIONAL. SAVANNAH IS GOING ORIGINAL.

AND THEY ARE FLOODED. SO MY WANTING TO YOU IN THIS NATION MARKETING REVIEW WAS, BE CAREFUL.

BECAUSE, IF YOU DON'T WANT TO GET PIGEONHOLED BECAUSE THEN THE HIGHER-QUALITY VISITORS WON'T COME.

IF IT IS SO CROWDED AND SO ON FRONT, BECAUSE YOU CAN'T FIND A PLACE TO EAT. YOU CAN'T GET A RESERVATION.

YOU CAN'T GET PARKING. THEY ARE NOT GOING TO COME.

SO YOU WANT TO BE MORE LIKE CHARLESTON IN THAT ASPECT.

YOU KNOW? AND RIGHT NOW, WE HAVE A CHANCE TO KIND OF EVEN THINGS OUT AND GIVE YOU THE BEST OF BOTH WORLDS. YOU ARE GOING TO HAVE TO STICK WITH US. IT IS GOING TO TAKE US 36 MONTHS. THAT IS A FAST PLANT WITH VERY LITTLE MONEY, BUT WE CAN DO IT. WE HAVE DONE IT FOR OTHER DESTINATIONS. I ASK FOR YOUR CONFIDENCE AND GIVE US A CHANCE TO GET THIS PLANT ROLLING AND I THINK YOU WILL BE VERY PLEASED WITH WHAT YOU SEE.

ANY QUESTIONS? >> ROBIN, COULD YOU GIVE US A LITTLE MORE ON THE AFRICAN-AMERICAN TOURISM -- IT IS LOOKING TO COME HERE? TELL US MORE ABOUT THAT.

>> ROBIN MALPRASS: ABSOLUTELY. IT IS ACTUALLY, AFRICAN-AMERICAN TRAVEL CONFERENCE. AND IT WAS JUST HELD IN LOUISVILLE THIS PAST YEAR. AND LOUISVILLE HAS HOSTED IT TWICE BECAUSE IT WAS SUCH A SUCCESSFUL CONFERENCE TO BRING IN AND IT BROUGHT SO MUCH REVENUE THAT THEY HOSTED IT NOT ONCE BUT TWICE. I THINK THAT IS A REALLY GOOD SIGN WHENEVER, YOU KNOW, DESTINATIONS STEP UP AND WANT TO BRING THOSE COMPETENCE BACK FOR A SECOND TIME.

THAT MEANS THAT IT WORKS. THEY WOULD LIKE TO COME IN 2023.

I DON'T BELIEVE THAT THE CONTRACT HAS BEEN SIGNED YET.

I BELIEVE THE CULTURAL COUNCIL IS REVIEWING THAT CONTRACT.

WE HAVE LOOKED AT EVERYTHING THAT IT REQUIRES.

WE CAN MEET ALL THE REQUIREMENTS.

THAT WOULD GIVE US TIME TO GET OUR CULTURAL AND HERITAGE PRODUCTS SO THAT THERE'S A MORE UNDERSTANDABLE WAY FOR THE VISITOR EXPERIENCE. WE WERE OUT AT FORT JOSÉ.

WE TOOK A LOT OF PHOTOGRAPHY. WE PUT TOGETHER ALL OF THE STORYLINES. WE WERE THE MUSEUM.

EVERY TIME I COME, IT GETS BETTER AND BETTER AND BETTER.

THOSE EXHIBITS, A FEW FOLKS HAVE BEEN AT THE COPYRIGHT BUT IT IS REALLY ON AN UPSWING. THE IMPROVEMENTS THAT HAVE BEEN MADE THERE ARE SIGNIFICANT PICNIC GOT TIME TO GET THE CIVIL RIGHTS TRAIL A LITTLE BIT BETTER SHAPE.

SO I THINK IT IS GOOD THAT IT IS A COUPLE YEARS OUT AND IT GIVES US A WHOLE YEAR TO MARKET IT. AND WENT THAT CONFERENCE, THEN WE ARE GOING TO GET THE INTEREST FROM -- WE WON'T EVEN HAVE TO GO TO THE BIG GUYS. THEY ARE GOING TO BE COMING AND ASKING QUESTIONS, ALL OF THE BIG MEDIA OUTLETS.

SO IT IS A WONDERFUL THING TO BE ABLE TO HOST.

AND IT WILL BE BACK PLEASE BRING HUNDREDS OF PEOPLE HERE.

AT EACH OF THE TOUR OPERATORS THEY REPRESENTED THEIR OWN TOUR

[00:40:07]

EACH PERSON THAT COMES HAS THEIR OWN GROUP TOUR COMPANY.

SO THEY HAVE THE POTENTIAL TO BRING 40, 50 MORE TOURS.

I MEAN, THAT IS WHAT WE WANT. >> MICHAEL GORDON: THANK YOU.

>> ROBIN MALPRASS: AND THEY WILL COME DURING THAT WEEK.

>> DID THERE'S SO MUCH HISTORY. I HAVE LIVED HERE SINCE 1987.

AND PRODUCING A MOVIE RIGHT NOW CALLED FREEDOM ON OUR MINDS.

AND THOSE PEOPLE ALL DON'T EVEN KNOW WHO DR. HALEY IS ANOTHER NAME YOU MIGHT WANT TO STICK IN THE BACK OF YOUR HEAD IS FRANK P THOMPSON. HE WAS A WAITER AT THE SAMPLE HOTEL, WHERE WE ARE BUILDING A HOTEL.

HE IS THE PERSON WHO STARTED THE NEGRO BASEBALL LEAGUE.

HENRY FLAGLER HAD THREE TEAMS. AND THOSE PEOPLE THAT PLAYED ON SUNDAY AFTERNOONS AT A STADIUM BUILT BY SPALDING, THAT IS HOW THE NEGRO BASEBALL LEAGUE STARTED.

AND WAS THE CUBAN GIANTS. SO IF YOU LOOK UP FRANK P THOMPSON, HE WAS THE HEAD WAITER THE HOTELS.

AND IT IS A PART OF HISTORY. I AM A BIG BESPOKE GUY AND A BIG HISTORY GUY. SO I'M REALLY EXCITED ABOUT THIS 2023. THERE'S A LOT OF STORIES THAT NEED TO BE UP THE, THAT PEOPLE DON'T EVEN REALIZE THAT HAVE

LIVED HERE THEIR ENTIRE LIFE. >> ROBIN MALPRASS: I'M GLAD YOU SAID THAT BECAUSE WHENEVER WE DO OUR PHOTO SHOOT, WE HAVE BEEN USING INTERNALLY STORIES OF ST. JOHNS COUNTY.

THAT IS HOW WE HAVE BEEN CATALOGUING EVERYTHING.

BECAUSE THERE'S SO MANY STORIES AND SO IMPORTANT.

THEY ARE ALL IMPORTANT. IT REALLY IS KIND OF THE BIRTHPLACE OF EVERYTHING THAT GREW OUT OF IT AND MAYBE, I THINK THE COWS ARE AMAZING. THE FIRST CATTLE AS WELL AND THE FARMING AND ALL OF THAT. THAT IS AMAZING, TOO.

I JUST ASK YOU TO -- THIS HAPPENED LAST TIME.

PATIENCE WITH US AND HELP US CREATE THE DIVISIONS THAT WE NEED IN ORDER TO DO OUR JOB RIGHT NOW SO THAT WE DON'T HAVE THAT MIXED MESSAGING. WE ALL KIND OF STAY IN OUR OWN PLANES. PEOPLE THAT ARE GOOD AT REGIONAL TOURISM NEED TO FOCUS ON REGIONAL AND LET US COME IN AND DO OUR JOB. WE CAN -- WE KNOW HOW TO DO IT.

WE WILL GET YOU THERE. BUT WE WILL HAVE TO STAY IN OUR RAIN SO WE DON'T HAVE MIXED MESSAGES.

>> MISS ROBIN, JUST A QUICK QUESTION.

ARE BROUGHT THIS UP IN ANOTHER MEETING.

WE HAVE CULTURAL EVENTS AND WE GIVE MONEY.

DO YOU FEEL IT WOULD BE BETTER FOR US TO DO THE MARKETING FOR THEM TO MAKE SURE SOME -- I'M NOT SAYING DON'T DO IT PROFESSIONALLY. BUT HITTING THE UPSCALE MARKETS.

IF YOU ARE IN CHICAGO, IT WOULD BE NICE IF YOU COME TO SPEAK.

YOU GOT THE FESTIVAL GOING ON. IT IS NOT PERMITTED, BUT MAYBE REGIONALLY. ENTER IN NATIONALLY.

I JUST WANTED TO GET YOUR OPINION ON THAT.

>> ROBIN MALPRASS: WELL AT ONE OF THE THINGS THAT WE ARE DOING BECAUSE WE JUST STARTED WORKING ON THE SOCIAL MEDIA PROGRAM.

BECAUSE WE HAVE A LIMITED -- LIMITED MARKETING BUDGET, WE ARE BEING VERY STRATEGIC AND HOW WE PROMOTE IT AND SO WE ARE PROMOTING THOSE EVENTS, THE QUALITY CULTURAL EVENTS.

WE ARE TAKING THEM OUT TO CHICAGO'S THE NEW YORK'S THE OUTSIDE GEO- TARGET MARKETS. DO WE HAVE MENTI TO BE ABLE TO BUY BIG ADS? NO.

WE DON'T HAVE THAT KIND OF FUNDING RIGHT NOW.

I THINK YOU WOULD JUST SEE A COUPLE OF WEEKS, WE WERE ABLE TO GET OVER 50% ENGAGEMENT OF OUR NO PEOPLE WERE FROM THOSE NEW MARKETS. SO WE ARE DOING THAT.

AND I UNDERSTAND WHAT YOU ARE SAYING AS FAR AS TAKING OVER THE MARKETING. I THINK THAT IS SOMETHING THAT, YOU KNOW, IT IS HARD FOR ME TO SPEAK TO THAT.

BUT I THINK THAT WHAT WE ARE DOING IS WE WILL READ THOSE MESSAGES -- SPREAD TO THOSE MESSAGES OUR PROGRAM TO BE ABLE TO -- WE JUST HAVE TO TURN IT BACK ON. I HAVE TWO QUICK QUESTIONS FOR YOU. DURING YOUR PRESENTATION, YOU MENTIONED MILLENNIALS. AND YOU MENTIONED BOOMERS.

BUT YOU DID NOT MENTION GEN X. THE GEN XERS ARE THE ONES THAT

[00:45:01]

THERE YOU GO. >> ROBIN MALPRASS: OKAY.

YES, THERE'S ABSOLUTELY A REASON BECAUSE THEY ARE BUYING THE

HOME. >> HAVE KIDS, THOSE EXPENSES COULD WORK WITH THE BOOMERS, I'M A BLOOMER.

WE ARE DONE WITH THAT. I HAVE MONEY NOW.

I DON'T HAVE TO BUY A HOUSE. MY HOUSE IS PAID FOR.

MY KIDS ARE JUST MY KIDS ARE BUYING THEIR OWN HOMES.

SO GENERATION X, THAT IS THE MOST STRAPPED FOR TOURISM.

THEY DON'T HAVE THE MONEY FOR TRAVEL AND TOURISM BECAUSE THEY ARE BUYING TO HOMES. THEY HAVE TO TWO CAR PAYMENTS.

THEY GOT KIDS IN SCHOOL. THEY HAVE A LOT OF EXPENSES.

>> I DON'T MEAN TO ARGUE WITH YOU.

BUT FINANCIALLY, THEY ARE COMING DOWN AND PAYING CASH AND THEY ARE TRAVELING.

LAST, WE LEFT OFF, YOU WERE -- >> YET, AND I'M JUST CURIOUS BECAUSE WHEN I RAN THE AMPHITHEATER EARLY EMPTY NEST OR GROUP WAS WHERE WE MADE OUR MONEY.

WE CALLED

>> -- FOR AGRICULTURAL ORGANIZATIONS.

IF YOU DON'T HAVE A GREAT PRODUCT TO MARKET, YOU REALLY DON'T NEED TO BE SPENDING DOLLARS MARKETING, RIGHT? THE GRANT FUNDS FOR NEXT YEAR ARE DOWN TO 350000 FOR ALL OF THE ORGANIZATIONS. RIGHT NOW, THE COMPOSITION IS ABOUT THE DISTANCE POINT OUT FOR THE CULTURAL HERITAGE SO THAT WE DON'T GET ANY OF THAT INCREASE. WE GOT TO FIGURE OUT HOW TO SUPPORT THOSE ORGANIZATIONS. ONE THING THAT I THOUGHT WOULD -- WE DO HAVE SOME FUNDS IN THE RESERVES FROM THIS YEAR, WHICH HAVE NOT BEEN AUTHORIZED TO BE SPENT BY THE COUNTY COMMISSION.

AND I WOULD LIKE YOUR SUPPORT. AND I WILL CERTAINLY TALK TO THE COUNTY COMMISSIONERS ABOUT THIS AS WELL WITH ASKING THAT THOSE $207,000 THAT WERE RESERVED F FOR 2021 THAT THOSE BE AUTHORIZED BACK TO GET BACK INTO THE BUDGET SO THAT WE CAN USE SOME OF THOSE TO INCREASE THAT GRANT POOL SO THAT IT IS NOT SUCH A LOW LEVEL. I WAS HARD TO COME HERE COACH A YEAR AND A HALF AGO. THE POOL WASN'T OVER 600,000.

AND NOW WE ARE THE END OF 350. >> WE APPROVED AT LAST MEETING? THAT WERE RETURNED FROM THE OLD CULTURAL HERITAGE GRANTS TO FUND THE FANTASTIC PHOTO SHOOT THAT ROBIN PAPA'S TEAM JUST DID.

THAT WAS ANOTHER AMOUNT OF MONEY.

YOU WILL REMEMBER LAST YEAR WHEN WE WERE TALKING ABOUT BUDGETS, THEY DID NOT ASK FOR AN INCREASE IN OUR BUDGET.

WE WORKED WITH WHAT WE HAD. WE ALL AGREED THAT WE WOULD SET UP THESE RESERVES AND THE COUNTY COMMISSION APPROVED AT.

SO THAT IN THE EVENT T THE TAX DOLLARS PROTECTED WERE HIGHER, THEY COULD BE SPENT. HAVE MET A COUNTY IS STILL A MYSTERY TO ME IN MANY WAYS. BUT MY UNDERSTANDING IS THE ONLY WAY TO SPEND THE MONEY IN THOSE RESERVES IS THAT THE COUNTY COMMISSION AUTHORIZES THAT THEY BE EFFECTIVELY RELEASED AND THEN THE BUDGET OFFICE CAN MAKE A DECISION ABOUT HOW TO SPEND T THAT. I'M GOING TO LET ROBIN A STEP BACK UP AND ANSWER QUESTIONS. BUT I WILL BE HERE TO ANSWER

QUESTIONS AS WELL. >> THANK YOU.

I HAVE A QUESTION. IT WAS SAID MAYBE TWO OR THREE TIMES ABOUT WHEN IT COMES TO MARKETING, TALK ABOUT THAT A

LITTLE BIT AND -- >> ROBIN MALPRASS: SURE.

>> IS THERE A LINE? >> ROBIN MALPRASS: WELL, MY CONCERN IS THAT BECAUSE THERE IS NOT A LARGE MARKETING BUDGET, AND I DIDN'T HAVE THE OPPORTUNITY TO LOOK AT THAT MEANT -- DID HAVE THE OPPORTUNITY TO LOOK THE MATERIALS. ARE YOU READ THE PLAN AND -- I

[00:50:02]

THEY LIVED JACKSONVILLE, DAYTONA BEACH, SARASOTA, ORLANDO AS ALL HAVING MORE MONEY TO MARKET WITH THAN THEY DO.

AND IT IS WERE THE IMPORTANT THAT THEY SPENT THEIR MONEY, YOU KNOW, THAT THEY CAN DO THE MOST WITH IT AND HAVE THE MOST IMPACT, WHICH IS WHAT WE ALL WANT.

AND SO MY ONLY CONCERN IS BECAUSE THE CULTURAL BUDGET IS MUCH SMALLER THAN THE 4.4 MILLION THAT THEY HAVE TO WORK WITH. WE ALL KIND OF STAY WITH OUR DON'T DUPLICATE AND THAT WE DON'T MUDDY THE WATERS.

SO WHEN I SAW IN THE PREPLAN THAT THEY HAVE ADDED HERITAGE MARKETING. I -- I JUST WANTED TO MAKE SURE THAT WE ALL KIND OF BE RESPECTFUL OF, YOU KNOW, IF WE ARE TRAINED TO DO THIS AND GET THE MESSAGING, THE IMAGING, THE IMAGERY, THE -- YOU KNOW, EVERYTHING TOGETHER SO THAT WE CAN HAVE A CLEAR MESSAGE. WHAT IS THE CULTURAL AND HERITAGE, YOU KNOW, TOURISM? WHAT IS IT ALL ABOUT? IN ST. JOHNS COUNTY, THAT WE HAVE ONE VOICE, ONE MESSAGE, AND THAT WE ARE GOING OUT VERY CLEAR.

BECAUSE WE DON'T HAVE THE MONEY TO BE GOING OUT WITH TWO DIFFERENT MESSAGES AND KIND OF COUNTER, YOU KNOW, -- BEING COUNTERPRODUCTIVE AND SO THEY ARE VERY, VERY GOOD AT GETTING THESE REGIONAL TOURISTS HERE AND FOCUSING ON THE LEISURE AND THE THINGS THAT THEY DO. THAT WAS ONE OF THE THINGS AND MY DESTINATION MARKETING REVIEW JULY.

THAT CULTURAL AND HERITAGE DOES NOT APPEAR UNTIL PAGE 21 ON THE VISITORS GUIDE FOR THIS AREA. SO IT IS NOT SOMETHING THAT THE VZP HAS SPENT A LOT OF TIME DEVELOPING MESSAGING AROUND.

OR APPROPRIATE AROUND. IT WAS ON PAGE 21.

THAT IS WHY THE WORK WE ARE DOING AND THIS IS REALLY WHAT WE DO. WE BELIEVE JUST WORKED WITH CULTURAL AND HERITAGE. YOU KNOW? IT IS IMPORTANT YOU GIVE US THIS PANDEMIC AND THIS TIME.

AND THEN EVERYBODY CAN MARKET IT.

BUT IF WE GET OUT OF THE GATE HERE AND THE LE LIMITED BUDGET S AVAILABLE. IT IS NOT CLEAR AND CONCISE WITH THE MESSAGE COMING OUT OF THE OTHER, IT IS GOING TO BE A WASTE OF RESOURCES. AND MORE IMPORTANTLY, IT IS GOING TO CONFUSE THE MARKET. AND SO YOU KIND OF HAVE A CLEAR PATH HERE BECAUSE THIS IS THE MOST UNDER MARKETED CULTURAL DEFINITION THAT I'M AWARE OF. I MEAN, I PEOPLE IN MY OWN INDUSTRY THAT ARE UNAWARE THAT WHAT YOU HAVE HERE BECAUSE IT IS NOT GOING TO BE PRIORITY. AND I THINK THAT THERE'S A LOT OF REASONS. ONE OF THE THINGS I HEARD WHEN I ARRIVED WAS BECAUSE YOU DON'T HAVE AN AIRPORT.

WELL, IN MY OPINION. YOU HAVE TWO AIRPORTS.

FROM COMMUNICATE MOST METROPOLITAN AREAS, PEOPLE ARE ACCUSTOMED TO DRIVING AN HOUR TO AN HOUR AND A HALF.

WE ARE COMING TO TABLE, AND WE ARE OPENING THE MARKETS WITH DIFFERENT TYPES OF VISITORS THAT WILL DO NOTHING BUT ADD YOUR ABILITY TO HAVE MORE ECONOMIC IMPACT FROM TOURISM.

BUT THAT IS ALL I MEANT BY STAYING IN THE LANE, IS THAT WE DON'T CROSS OVER. YOU KNOW? AND IF I FELT THAT IT DID NOT EXIST HERE, I WOULD NOT BE SPEAKING ABOUT IT. THE FACT THAT WAS NOT AN IMPORTANT PART OF THE MARKETING HERE FOR THE LAST NUMBER OF YEARS MAKES ME BELIEVE THAT, YOU KNOW, EVERYBODY KIND OF NEEDS TO DO WHAT THEY DO BEST AND ESPECIALLY IN THIS TIME, COMING OUT OF COVID EQUIPMENT THE BUDGETS WERE LOWER, THERE'S NOT

[9. VCB PROMOTION PLAN]

THAT IS ALL. >> THANK YOU.

ANYTHING ELSE? >> DO WE HAVE A VOTE ON THIS?

>> WHAT WE ARE GOING TO LOOK AT TODAY IS THE CULTURAL COUNSEL THEY ACTUALLY PRESENTED THEIR PROMOTIONAL PLAN IN THE PREVIOUS MEETING. TODAY, SUSAN FROM THE VCB IS GOING TO PRESENT THE PLAN FOR THE VCB AND THEN I'M GOING TO PRESENT YOU BECAUSE THE BUDGET. BUT WE ARE REALLY LOOKING FOR IS SOME INPUT. IT IS WILL EAT YOUR OPPORTUNITY TO PROVIDE INPUT AND THEN AN ULTIMATE RECOMMENDATION TO BOARD OF COUNTY COMMISSIONERS. IS THERE ANY INPUT TO THE AGENCY FOR HOW YOU WOULD LIKE THEM TO PROMOTE? WE WOULD LIKE YOU TO EMPHASIZE THIS MORE.

YOU ARE RIGHT ON TARGET, WHATEVER THAT MIGHT BE AND THEN THE BUDGET AS WELL. IT GOES TO THE BUDGET SHEETS AND

[00:55:01]

IT IS JUST AN OVERARCHING GENERAL RECOMMENDATION TO THE BOARD OF COUNTY COMMISSIONERS TO LET THEM KNOW THAT YOU HAVE REVIEWED IT AND ARE IN AGREEMENTS WITH WHAT YOU HAVE

SEEN. >> I THOUGHT YOU HAD YOUR HAND UP. OKAY.

THEN WE ARE MOVING ON TO THE VCB PLAN, CORRECT?

>> YES. >> VERY GOOD.

>> THANK YOU ALL FOR YOUR ATTENTION.

WE APPRECIATE YOUR SUPPORT. >> GOOD AFTERNOON.

I AM SUSAN PHILLIPS. I AM HERE ON BEHALF OF RICHARD COLEMAN. WITH THE WEATHER, THE LIGHTNING STRIKES, I'M GOING TO TALK VERY FAST AND TRY TO GET TO PRESENTATIONS. THE REMOTE.

>> YES. >> I WILL TRY TO GET THROUGH THIS AS QUICKLY AS POSSIBLE. PROBABLY 15 OR 20 MINUTES.

WE GOT A LOT OF SLIDES PUT I WON'T GO INTO THAT.

I DO WANT TO START OFF AND TALK ABOUT FIRST BUCKET YOU HAVE A FULL PLAN, I THINK IT IS 80 SOMETHING PAGE MARKETING PLAN THAT SHE SHOULD HAVE IN THE AGENDA AND ALSO I BELIEVE YOU

MIGHT HAVE HARD COPIES OF THAT. >> IT IS A DECENT BINDING.

IT IS SLID IN THE BACK OF YOUR BINDERS.

>> I HOPE YOU WILL TAKE A CHANCE TO READ IT.

WE DO BRING OUR EXPERTS IN TO GIVE US INFORMATION, INSIGHT SO THAT WE CAN USE THAT FOR CREATING THE PLAN.

TODAY, I WANT TO TALK VERY BRIEFLY ABOUT A COUPLE OF TRENDS THAT WE ARE SEEING, AND I KNOW YOU GUYS YOU GUYS ARE GOING TO SEE THIS, TOO. WE HAD A TOUGH TIME WITH COVID.

BUT CONSUMER CONFIDENCE IS RISING.

AS WE HAVE MORE FOLKS VACCINATED, PEOPLE ARE READY TO TRAVEL. THIS, PENT DEMAND AND DOMESTIC LEISURE TRAVEL IS WELL UNDERWAY. FLORIDA IS ONE OF THE TOP DESTINATIONS FOLKS WANT TO VISIT AS WE COME TO THE PANDEMIC.

WHEN WE LOOKED AT DOMESTIC GROUP B TO B, A LITTLE DIFFERENT SITUATION. VISITORS WANT TO GET OUT IN TRAFFIC. THEY ARE READY TO GET BACK TO THEIR CONFERENCES. THEY WANT TO SEE FOLKS.

THEIR EMPLOYERS, HOWEVER, ARE MORE RELUCTANT.

THAT IS GOING TO TAKE MORE TIME WITH SOME LEGAL ISSUES.

WE WILL SLOWLY SEE GROUP TRAVELERS RETURN.

BUT THERE ARE CERTAIN GROUPS THAT WILL HAVE THAT FASTER THAN OTHERS. AND I WILL TALK ABOUT THAT IN JUST A MOMENT. WHEN WE LOOKED AT FLORIDA, WE LOST A LOT OF BUSINESS IN FLORIDA.

BUT AGAIN, A BIG UPTICK, PEOPLE WANTED TO COME TO FLORIDA AND WE ARE DEFINITELY SEEING SIGNS OF RECOVERING.

THAT IS WELL FOR FLORIDA AND ALSO FOR THAT IS PEOPLE ARE LOOKING FOR GETAWAYS MOST OF THE HOME IN THOSE LONG WEEKEND TRIPS. WHEN WE LOOK AT INTERNATIONAL, INTERNATIONAL IS JUST A LITTLE BIT MORE DIFFICULT.

RIGHT NOW, IT IS MORE UNCERTAIN. AND THE BILL PROBLEM IS THAT VACCINATIONS ARE NOT GETTING OUT OF THE COKE, DISTRIBUTED LIKE THEY HAVE BEEN IN THE UNITED STATES.

IN ADDITION TO THE CHALLENGES ON THAT.

THEY MAY OPEN OR CLOSE. SO FOR OUR PURPOSES, INTERNATIONAL IS GREAT WHEN IT COMES BACK.

BUT WE ARE FULL GOING TO FOCUS MORE ON OUR DOMESTIC TRAVELERS.

THE COMPETITIVE INTELLIGENCE. WHEN WE LOOK AT OUR CONCEPT, THEY RANGE FROM 4.4 MILLION, AND OUR BUDGET.

ALL THE WAY UP TO VISIT ORLANDO, WHICH IS SENT INTO .5 MILLION.

I CAME FROM VISIT MYRTLE BEACH. WE HAD 30 MILLION-DOLLAR BUDGET.

THE BUDGET HAS DECREASED. NEVERTHELESS, THERE'S A LOT THAT WE CAN DO WITH 4.4 MILLION. WHEN WE LOOK AT THE BRAND, YOU KNOW THAT PEOPLE ARE GOING TO MAKE RESERVATIONS TO TRAVEL.

THEY ARE STARTING TO GET THAT OUT.

THE BOOKING WINDOW -- BACK OUT. THE BOOKING WINDOW IS REALLY CLOSE IN. THE WAIT -- THEY WAIT UNTIL THE LAST MINUTE. WE HAVE PEOPLE THAT ARE COMING FROM SAINT AUGUSTINE. THEY ARE BOOKING THE DAY OF.

THAT IS GOING TO PROBABLY CONTINUE FOR A PERIOD OF TIME.

BUT THERE ARE GOING TO BE SUPPLY CHALLENGES WHEN PEOPLE WAIT UNTIL THE LAST MINUTE. AND THAT IS GOING TO INCREASE PRICE. LOOKING BACK AT THE 2016 ST. JOHNS COUNTY TDC GRANT PERCEPTION STUDY, IN SPACE ONE OF THE NICE THINGS ABOUT THAT, ALL OF THIS IS ON THE PAGE.

IT IS CORRECT. BUT IT REALLY SHOWS THAT WHEN WE ARE WELL POSITIONED AGAINST SAVANNAH AND CHARLESTON, WE HAVE TO KEEP GETTING UP THERE AND PUT OUR MESSAGE OUT THERE TO HAVE PEOPLE COME VISIT US. AND ONE OF THE THINGS THAT WE

[01:00:02]

SOME FOLKS DOWN BARRIERS TO TRAVELING AND VISITING WITH US.

FOR SOME NON-VISITORS GET THERE WAS PERHAPS A LACK OF INTEREST IN HISTORIC ATTRACTIONS. SO WITH OUR CAMPAIGNS, OUR MARKETING CAMPAIGNS, WE MADE REVISION SO THAT WE SHOW THE SIZE AND SCOPE OF ALL OF THE THINGS YOU OUGHT TO SEE AND DO INTO DESTINATION. NOT JUST THE HISTORICAL ASPECT, BUT ALSO THE BEACHES AND THE FAMILY ACTIVITIES.

WE ALSO KNOW THAT THERE ARE -- THE FOLKS LOVE US.

THOSE BOOMERS THAT HAVE COME HERE OVER AND OVER AND OVER.

THEY TRUST US. WE HAVE A SENSE OF COMFORT AND FAMILIARITY TO EXPERT BUT OUR MILLENNIALS AND EVEN OUR GEN XERS, WE NEED TO DO A BETTER J JOB.

THEY ARE WILLING TO GO SOMEPLACE.

BUT WE NEED TO MAKE SURE THAT THEY KNOW THAT WE WANT THEM TO VISIT US. PRE-COVID, AND IT IS PART HARD TO PUT THIS IN PERSPECTIVE. 2019 WAS WON WE LAUNCHED OUR CAMPING. IT SEEMED LIKE IT WAS EONS AWAY.

IT WAS BACK IN NOVEMBER OF 2019. THAT IS WHEN WE POSITIONED EVERY DESTINATION. THE DESTINATION FOR TRAVELING INTERNATIONALLY AND BASICALLY, TRAVELING TO CS AND GET AN INTERNATIONAL EXPERIENCE WITHOUT HAVING TO FLY OVER THE POND AND DEAL WITH ALL OF THE TRAVEL HASSLES.

THE CAMPAIGN LAUNCHED AND IT WAS VERY SUCCESSFUL.

HOWEVER, WHAT HAPPENED IMMEDIATELY AFTERWARDS.

WE LAUNCHED THE CAMPAIGN. WE GO INTO COVID.

SO FROM THERE, ALL OF US WENT INTO CRISIS MODE.

WE NEEDED TO FIGURE OUT WHAT RESPONSE WAS.

WE HAD TO TALK TO YOU ABOUT, WHAT DO WE DO NOW? HOW DO WE START MARKETING AGAIN? AND WE CAME UP WITH A NEW CAMPAIGN THAT WILL EAT WE FOUND THAT RESEARCH SHOWED IS THAT FOLKS WANTED TO TRAVEL ON A LIMITED SENSE.

THEY WANTED TO BE OUTDOORS. WHERE THEY COULD HAVE RECREATION WITH CROWDS. WE HAD ALL OF THAT TO OFFER.

WE HAD TO UNDERSTAND THAT NOT EVERYONE WAS WILLING TO TRAVEL NOW. IT IS GOING TO BE A SLOW PROCESS. SO WE HAD TO COME UP WITH A CAMPING THAT WOULD NOT ALIENATE FOLKS BUT WOULD TELL THEM THAT WE ARE OPEN. OUR CAMPAIGN THAT WAS STARTED LAST SUMMER, IT HAS A NICE TONE TO IT.

IT DOES NOT PRESSURE PEOPLE TO COME NOW.

IT SPOKE TO THEIR UNIQUE NEEDS. WE TALKED ABOUT WE AMPLIFIED THE AMPLE SPACE THAT WE HAD. THE VARIETY OF OUTDOOR RECREATION AND ALL OF THE SOCIAL DISTANCING MEASURES WE HAVE IN PLACE. CAMPAIGN, WE DID NOT KNOW HOW LONG IT WAS GOING TO LAST FOREVER.

WE WOULD GET TO THE RECOVERY. SO BASED ON SOME RESEARCH IN THE PAST 60 DAYS. AIRPORT HAS DECIDED THE GETAWAY IS NOT FAR AWAY. AND THEN IN JULY, WE ARE GOING TO RESUME DEBT WITH OUR TRAVEL INTERNATIONALLY CAMPAIGN SO THAT WE CAN INFLUENCE TRAVEL FOR THE REST OF THIS FISCAL YEAR AND ALSO INTO NEXT YEAR. THREE THINGS THAT WE HAVE LEARNED FROM RESEARCH RECENTLY IS THAT MOVING FORWARD, FOLKS WANT TO GO FROM ISOLATION TO CONNECTION.

IF YOU THINK ABOUT IT, IN SOME IS, NOT NECESSARILY IN FLORIDA, BUT IN A LOT OF STATES THAT FOLKS ARE CONFINED IN THEIR HOMES. SO WHAT YOU'RE LOOKING FOR NOW OUR TRIPS THAT ARE CENTERED ON FAMILY, FRIENDS, STAYING CLOSE.

SO THAT IS MOST IMPORTANT FOR THEM.

THEY ARE ALSO SEEKING RELAXATION AT ESCAPE.

I KNOW I AM. I THINK YOU GUYS ARE, TOO.

I THINK WE ALL NEED TO GET AWAY FROM THE STRESS OF COVID.

AND THEY ARE ALSO LOOKING TO GO THROUGH TRIPPING.

FOLKS WANT TO MAKE THOSE ROAD TRIPS BECAUSE THEY CAN CONTROL IT. THEY DON'T KNOW IF THEY CAN CONTROL ANYTHING FROM THE AIRLINE PERSPECTIVE SORT OF LONG TRIPS. BUT THEY WANT TO MAKE THOSE ROAD TRIPS TO WHERE THEY CAN HOP IN THE CAR AND WHEN THEY ARE READY TO LEAVE, THEY CAN DO SO. OUR MARKETS MOVING FORWARD ARE PRETTY MUCH GOING TO BE THE SAME TRICKY SEE THE TOP TEN LIST. AT THAT MAY CHANGE FROM TIME TO TIME. BECAUSE WE DO REALLY WELL INTRO FLORIDA. WE ARE ALSO ABLE TO REACH OUT TO FLORIDA UP WITH A LOT OF EVERY DIGITAL ADVERTISING IN ATLANTA IS ONE OF OUR TOP MOVING ORDINAL MARKETS OVER THE PAST TWO OR THREE YEARS. OUR TARGET AUDIENCE IS REALLY SIMILAR TO WHAT ROBIN AND CHRIS DIDN'T MENTION.

WE ARE LOOKING AT THE FAMILIES AND COUPLES, MILLENNIALS AND GEN XERS AND ALSO BOOMERS. THESE FOLKS HAVE MONEY TO SPEND.

THEY WANT TO TRAVEL AND LEARN ABOUT THINGS.

THEY WANT ENRICHMENT. AND THEY ALSO WANT RELAXATION.

OUR SECONDARY MARKET IS HISPANIC.

WE HAVE BEEN MARKETING TO THE HISPANIC FOLKS.

IT IS A LARGE MARKET SEGMENT AND BECAUSE WE ARE DESTINATION SPANISH HERITAGE, IT MAKES PURPOSE -- PERFECT SENSE.

WITH ALL OF THE INFORMATION THAT HAS COME OUT OF THAT TRAVEL AMONGST BLACK AMERICANS, WE HAVE GREAT AFRICAN-AMERICAN HISTORY AND WE NEED TO MAKE SURE THAT THAT IS REPRESENTED IN OUR MESSAGING AS WELL. WHAT IS ON OUR WEBSITE OR IN

[01:05:03]

WE HAVE FOLKS THAT HAD THEIR WEDDINGS CANCELED TAKE THEIR DREAMS CANCEL. THEY WANT TO GET MARRIED NOW.

AND WE HAVE PLENTY OF CONSIDERATIONS.

FEMALE TRAVELERS. CULINARY, ET CETERA.

NOW, LOOKING AT THE MARKETING BUDGET.

WE HAVE A $4.4 MILLION MARKING BUDGET FOR THIS YEAR.

AS THE PERCENT OF THE TOTAL MARKETING REMAINS A STRONG 74%.

EVER K PMS OR MARKETING BUDGET IS TO MAKE SURE THAT WE RECEIVE THE ALLOCATION PROPORTIONS THAT ARE NOTED IN THE NEXT CHART.

ALSO, WE HAVE A CO-OP PROGRAM THAT WE OFFERED TO AVERAGE STAKEHOLDERS. IT IS IMPORTANT BECAUSE IT IS INEXPENSIVE FOR THEM. BUT IT HELPS THEM TO MARKET THEIR ORGANIZATION. THESE NUMBERS ARE SMALL, BUT I WILL GO THROUGH SOME OF THEM IN JUST A MOMENT.

THIS IS THE CHART THAT SHOWS THE ALLOCATION BY THE MAJOR MARKETING CATEGORIES. AT THIS YOU.

WE THOUGHT WE WOULD PUT A PART CHART AND TO REALLY TALK ABOUT, HOW DO WE ALLOCATE THE CONSUMER PAID ADVERTISING? TRADITIONAL ADVERTISING WHICH IS GOING TO BE GOING TO BE OUTDOORS, YOUR RADIO AND TV THAT CONTINUES TO GO DOWN AS 52% RIGHT NOW. EVERY DIGITAL IS AT 35%.

THAT CONTINUES TO GROW WHEN EVERETT MADE TO THE SOCIAL MEDIA PLAN IS PRESENTED, IT YOU ARE GOING TO SEE.NUMBER INCREASE AND AGAIN, THAT ALLOWS US TO GET RICH, NOT JUST WITH IN FLORIDA BUT ACROSS THE ENTIRE UNITED STATES.

AND THAN WE HAVE SEL AND WEB DEVELOPMENT, WHICH IS 15%.

EVERETT MADE OBJECTIONS AND STRATEGIES, I'M NOT GOING TO GO INTO THIS. THE ONLY NEW ONE IS THAT WE'RE GOING TO HAVE TO MONITOR COVID-19 AND MAKE SURE THAT IF ANYTHING CHANGES IN THE MARKETPLACE, THAT IT WILL CHANGE OUR MEDIA PLAN ACCORDINGLY. AND THOSE WHO ARE MEDIA TYPES ARE ALL VALID. WE ARE LOOKING FOR NEW THINGS THAT COME UP. AND NOW WHEN WE LOOK AT ADVERTISING, 2.6 MILLION. AND THERE'S REALLY FOUR THINGS THAT WE ARE FOCUSED ON. THAT IS MAKING SURE THAT WE OPTIMIZED A ROGUE WEBSITE ENGAGEMENT, OUR OPTIMIZE SEARCH VIDEO COMPLETES. WE ARE DOING MORE VIDEOS ONLINE, SOCIAL MEDIA, ET CETERA PERCOCET WE ARE OPTIMIZING THAT.

AND WE ARE LOOKING AT MAINTAINING OUR WEBSITE VISITATION. BACK TO FISCAL YEAR 2019.

IT MAKES ABSOLUTELY NO SENSE TO TRY TO VENTURE TO 2020.

2020 WAS A BUST YEAR. WE WANT TO GO BACK TO THE FISCAL YEAR IN 2019 NUMBERS AND MEET OR EXCEED THOSE NUMBERS.

PROMOTIONS AND STRATEGIC ALLIANCES.

50,000-DOLLAR BUDGET. WE WILL BE SECURING A MILLION DOLLARS IN MEDIAN VALUE FOR PROMOTIONS.

WE HAVE FOUR PROMOTIONAL SEASONS PER YEAR.

AND THOSE WILL INCLUDE ABOUT 15 TO 20 PROMOTIONS.

CAMPAIGN. SO THAT WILL GIVE US 60 TO 80 MORE PROMOTIONS ALSO THERE'S VISIT FLORIDA.

AND WE WILL BE SECURING OPPORTUNITIES.

ONE THING WE ARE WORKING ON IT NOW IS NEXT WEEK.

WE HAVE MISTY WELLS SHE HAS A SHOW ON FOX SPORTS.

SHE IS DOING SOME OFFSHORE FISHING WITH US.

IT IS A GREAT OPPORTUNITY. AT THAT WE ARE GOING TO HELP TO TRY TO PROVIDE A SUSTAINABLE EVENT.

OUR WEB DEVELOPMENT AND ECR M. 90,000 OTHER BUDGET.

490,000 WEBSITE VISITS. GENERATING 155,000 STAKEHOLDER REFERRALS TO THEIR WEBSITES. AND MAINTAINING OUR PERCENTAGES AT 50%. WE HAVE 180,000 SUBSCRIBER E-MAIL DATABASE AND TO THAT, WE TO CONTINUE TO INCREASE OUR CLICK TO OPEN RATES TO 50%. AND WE ARE GOING TO MEETING EVER? THE RATES -- OUR CLICK THROUGH RATES. 187,200 OTHER BUDGET.

IT IS REALLY IMPRESSIVE WHAT WE GET FROM THIS.

20 BILLION IMPRESSIONS. 20 BILLION MEDIA IMPRESSIONS.

THESE ARE FROM ALL THROUGHOUT THE WORLD.

THESE ARE THE LARGE PUBLI PUBLICATIONS, THE NEW YORK

[01:10:02]

THEY ARE GIVING US GREAT PUBLICITY.

WE WILL BE PARTICIPATING IN MEDIA THEN TRIPS.

WE ARE BRINGING GROUPS OF MEDIA HERE.

WE ALSO GO OUT TO TWO IMMEDIATE MISSIONS AND CONFERENCES THAT WORK WE ARE PINCHING AND TRYING TO TELL THEM WHAT HE WANTS TO COME VISIT. WE WILL HAVE VIGILS FOR USE ACROSS SOCIAL CHALLENGE. MEDIA CONSUMPTION IS REALLY IMPORTANT. AND EVERETT FACEBOOK FOLLOWS OF THOSE FOLLOWERS WILL BE INCREASED.

WITH FACEBOOK AND THE ALGORITHMS, IT IS HARD TO GET GROWTH RIGHT NOW. SO WE ARE JUST TRYING TO MAINTAIN AND HAVE A SLIGHT GROWTH THERE.

TWITTER FOLLOWERS, REAL GROWTH OPPORTUNITY IS ON INSTAGRAM.

WE ARE PLANNING TO GROW THAT BY 25%.

AND THEN LAST BUT NOT LEAST, OUR HISPANIC MEDIA COVERAGE, WE DON'T FORGET ABOUT THAT WE ARE GOING TO HAVE 300 BILLION.

SO THAT IS PRETTY IMPRESSIVE NUMBERS.

FOR ACCESS OUR SALES TEAM ARE CONSTANTLY OUT OF THE OFFICE.

AND BASICALLY. SOLICITING FOLKS TO GET THEM TO LOOK AT BRINGING GROUP BUSINESS HERE TO THE DESTINATION.

THE BUDGET IS 140,000 AND THEY WILL BE SOURCING 298 LEADS OVER 100,000 AND THEY WILL BE MAKING OVER 2,000 PROSPECTING CALLS AND E-MAILS. IN THE LAST BUT NOT LEAST, WE SEARCH. WE BELIEVE IN RESEARCH.

THAT IS THE BACK BONE OF EVERYTHING THAT WE DO.

50,550-DOLLAR BUDGET AND WE WILL BE USING THAT TO MONITOR THE REPORTS TO MONITOR ON DEMAND FOR THE HISTORIC POST.

WE WILL CONTINUE TO DELIVERED MONTHLY REPORTS ON LODGING.

THROUGH ALL OF THE ROOMS AND WE WILL ALSO HAVE THE ATTRACTION AND THE PERFORMANCE THAT WE GATHER THAT WE SHARE WITH THE STAKEHOLDERS. AND DIDN'T LAST BUT NOT LEAST, WE REPORT ON ALL SORTS OF RELEVANT RESEARCH FINDINGS TO EVERY STAKEHOLDER BASE AND TO ALL OF YOU AS IT BECOMES AVAILABLE. AND WITH THAT, I TALK FAST.

I WAS TENTATIVE MAKE SURE THAT WE DID NOT HAVE ANY LIGHTNING STRIKES OR ANYTHING. BUT THAT CONCLUDES MY PRESENTATION. AND I'M HAPPY TO TAKE ANY

QUESTIONS THAT YOU MIGHT HAVE. >> THANK YOU.

>> HOW MANY FACEBOOK FOLLOWERS? >> SUSAN PHILLIPS: OVER 500,000.

>> SAMUEL TROY BLEVINS: OKAY, I JUST TRIED TO GOOGLE IT.

WHAT IS IT LISTED AS? >> SUSAN PHILLIPS: IT SHOULD BE OFFICIAL FLORIDA. I THINK IT IS OFFICIAL.

IN A FEW MINUTES, OF A LOOK IN MY PHONE AND SHOW IT TO YOU.

>> SAMUEL TROY BLEVINS: OKAY. I GOOGLED ST. JOHNS COUNTY

VISITOR CONVENTION. >> SUSAN PHILLIPS: OH.

>> SAMUEL TROY BLEVINS: AND ACTUALLY TOOK ME TO THAT MIGHT

NOT RENT, WHICH IS REALLY WEIRD. >> SUSAN PHILLIPS: EIGHT YOU GO TO THE WEBSITE, YOU WILL HAVE THAT LINK TO IT.

>> SAMUEL TROY BLEVINS: OKAY. AND I LIKE THE VIDEO AT THE SOCIAL MEDIA STUFF. WHAT PLATFORMS ARE YOU ON? THOSE VIDEOS AND YOU ARE SPENDING MONEY ON THESE FIGURES.

WHAT PLATFORMS? INSTAGRAM, THOSE ARE THE PRIMARY. WE HAVE TWITTER.

WE HAVE LOOKED AT TIKTOK. THAT IS SOMETHING THAT WE ARE INVESTIGATING RIGHT NOW. THERE'S PROS AND CONS TO THAT.

THOSE ARE THE PRIMARY CHANNELS. >> SAMUEL TROY BLEVINS: ARE YOU ON YOUR SITE? ARE YOU ON OTHER APPS?

>> SUSAN PHILLIPS: WE ARE JUST ON OUR SIDE.

>> SAMUEL TROY BLEVINS: OKAY. YOU HAVE --

>> SUSAN PHILLIPS: NO, WE DON'T. >> SAMUEL TROY BLEVINS: OKAY.

THAT KIND OF INVOLVEMENT, YOU CAN DO THAT VERY EASILY AND IT DOES NOT COST A WHOLE LOT. SO, YOU KNOW, THAT IS A BIG NUMBER. THAT CAUGHT ME OFFGUARD.

I WAS LIKE, WOW, THAT IS A BIG NUMBER.

>> SUSAN PHILLIPS: THAT IS A BIG NUMBER, AND HIGH ENGAGEMENT, TOO. I LIKE YOUR COMMENT, BUT WE HAVE THESE COMMUNICATIONS AND GO BACK AND FORTH AND LEARN THINGS, EITHER IN THINGS. HOPEFULLY YOU LEARN THINGS.

AND WE ARE HAPPY TO TAKE A LOOK AT OTHER IDEAS, BECAUSE THAT IS

HOW WE GROW. >> SAMUEL TROY BLEVINS: BECAUSE IF YOU HAVE THAT KIND OF CORK THAT YOU CAN CREATE YOUR OWN ROKU NETWORK AND YOU CAN PUSH PEOPLE, AND IT DOES NOT COST YOU

ANYTHING. >> SUSAN PHILLIPS: THANK YOU.

NETWORK, IT IS A TELEVISION NETWORK LIKE HULU.

ROKU, ALL OF THOSE HAVE THEIR OWN CHANNELS.

SO -- NO. IT IS VERY INEXPENSIVE.

SO IF YOU TYPE IN -- IN ROKU, IT TAKES YOU RIGHT TO OUR NETWORK.

[01:15:01]

[10. FY22 PROPOSED BUDGET RECOMMENDATION FY22]

>> QUESTIONS? THANK YOU.

>> OKAY. THANK YOU VERY MUCH.

>> OKAY. WE ARE GOING TO TIED THIS UP WITH A PROPOSED RECOMMENDED BUDGET FOR YOUR REVIEW AND INPUT. WHAT I'M TAKING OFF WITH IS AN OVERVIEW OF REVENUE FOR THE TOURIST DEVELOPMENT FUND LOOKING BACK THROUGH TIME. SO WE ALL KNOW THAT IN FISCAL YEAR 2020, WE HAD COVID. IT DID NOT GO WELL.

BUT I WILL KNOW THAT WHEN YOU CONSIDER THAT WE WERE SHUT DOWN MORE OR LESS FOR A BIG PORTION OF THE YEAR WE DID PRETTY DARN GOOD. WE BROUGHT OVER $9.5 MILLION.

FOR THE PURPOSES OF MOVING FORWARD, WE REALLY KIND OF ARE CHOOSING TO JUST IGNORE THAT YEAR WHEN WE LOOK AT THE NUMBERS. SO IF YOU KIND OF LOOK AT FISCAL YEAR 19, WE BROUGHT AN $11.8 MILLION.

IF YOU LOOK AT FISCAL YEAR 21'S PROJECTIONS, WE PROJECTED FOR THIS YEAR 20 -- $12.1 MILLION. I'M GOING TO GO AHEAD AND GIVE A NOTE ON FISCAL YEAR 21. THAT ALTHOUGH WE PROJECTED BRINGING IN 12.1 MILLION DOLLARS, WE DID NOT ACTUALLY BUDGET FOR EXPENSES $12.1 MILLION BECAUSE THE TIME WHEN WE WERE PUTTING OUR BUDGET TOGETHER, LAST YEAR, WE WERE IN COVID. WE DID NOT KNOW ABOUT A LOT OF THINGS. WE DID NOT KNOW ABOUT THE VACCINES. WE DID NOT KNOW ABOUT TRAVELING TRENDS. WE DID NOT KNOW HOW LONG WE WOULD BE ENTRENCHED IN THOSE RESTRICTIONS ON ACCOMMODATIONS AND PEOPLE GETTING TOGETHER IN GROUPS.

SO WE ACTUALLY BUDGETED FOR -- WHAT WE ACTUALLY BUDGETED FOR WAS ABOUT $9.8 MILLION. THIS YEAR THAT WE HAVE TO 12.9 THERE, WE ARE WORKING UNDER ABOUT 10 MILLION-DOLLAR BUDGET.

IT WHEN IT COMES TO EXPENSES. WITH THAT SAID, AND WORKING WITH OUR OFFICE OF MANAGEMENT AND BUDGET OMB, BUT THEY HAVE KIND OF TENTATIVELY PARTICULAR IS A REVENUE PROJECTION FOR NEXT YEAR, FISCAL YEAR 22, WHICH STARTS OCTOBER 1 OF THIS CALENDAR YEAR, A $12.1 MILLION BUDGET.

SO WHEN YOU'RE LOOKING AT THIS TABLE, IT LOOKS LIKE WE ARE SEEING 0% GROWTH. IF WE ARE TALKING TO THE OFFICE OF MANAGEMENT AND BUDGET THAT THEY FEEL THAT IT IS ACTUALLY A PERCENTAGE OF GROWTH BECAUSE WE ARE NOT WORKING WITH THAT.

WE ARE WORKING WITH ABOUT 9 9.8. WITH THAT SAID, WHEN YOU'RE GIVING A RECOMMENDATION THAT THE BOARD OF COUNTY COMMISSIONERS, YOU CAN WEIGH IN ON THE REVENUE. SO TAKING THAT REVENUE PROJECTION FOR FISCAL YEAR 22, AGAIN, THAT IS $12,107,208.

IF YOU BREAK THAT DOWN TO THE PENNIES, IT COMES DOWN TO BE JUST OVER $3 MILLION PER PENNY. AND SO THEN WHAT HI DONE HERE IS I HAVE -- I HAVE BEEN HERE IS I HAVE TAKEN THAT REVENUE PROJECTION AND APPLIED IT TO OUR ALLOCATIONS AS WE SEE THEM HERE TODAY. THIS DOES NOT TAKE INTO ACCOUNT ANY OF THE DISCUSSIONS AND POSSIBLE ALLOCATIONS.

THIS IS JUST FOUR PENNIES AS WE STAND HERE TODAY WITH THE ORDINANCES. IT WAS MODIFIED BACK IN 2019.

SO GOING FORWARD, YOU WILL SEE THAT WE HAVE A BUDGET THAT WILL SPEND THE 4.4 MILLION FOR CATEGORY WON.

PUBLIX CATEGORIES TWO AND THREE, THE 2.3.

AND THEN 2000000 FOR CATEGORY FIVE.

AND AS A REMINDER, THIS IS A SLIDE THAT I HAVE SHARED WITH THIS BOARD A FEW TIMES OVER THE LAST FEW MONTHS.

THIS GIVES US AN IDEA ON HOW EACH ONE OF OUR CATEGORIES ARE USED. WE WILL START HERE WITH THAT CATEGORY WON DESTINATION MARKETING, WHICH IS USED FOR THE BCB CONTRACT. AND THE BUDGET FOR THAT -- OR FOR THAT CATEGORY, CATEGORY WON, WE HAVE $4.4 MILLION GOING TO OUR BCB CONTRACT AND MS. PHILLIPS JUST STOOD UP AND GAVE US AN OVERVIEW ON HOW THEY WILL BE SPENDING THAT MONEY FOR PROMOTIONS AND THE COUNTY DID BACK -- AT THAT BACK IN TWO OUR EXPENSE BECAUSE.

HAVE JUDICIALLY BEEN AN EXPENSE. THEY HAVE BEEN AN EXPENSE SEEN ACROSS THIS CATEGORIES. IN FISCAL YEAR 21, THE COUNTY DID RENEW THOSE EXPENSES FROM ALL OF OUR CATEGORY BUDGETS TO GIVE US A BREAK SINCE WE WERE SEEING SUCH A REDUCTION IN

[01:20:04]

WE PAY FOR A VARIETY OF THINGS OUT OF THIS CATEGORY, CULTURAL COUNCIL, PROMOTION OPERATION, CONTRACT.

THE ARTS CULTURAL HERITAGE GRANTS PROGRAM.

AND DIDN'T WE ALSO PROVIDE SOME FUNDING SUPPORTS.

AND HERE'S WHAT THAT LOOKS LIKE. FOR CONTRACTUAL SERVICES, THAT IS THE ANNUAL CONTRACT VALUE. AND GOING INTO FISCAL YEAR 22, THEY ARE GOING TO SEE A LITTLE BIT OF AN INCREASE OVER THIS FISCAL YEAR. SO THEY WILL BE RECEIVING A BUDGET AS IT IS CURRENTLY PROPOSED OF $911,250.

AGAIN, WE HAVE ADDED BACK IN THAT INDIRECT ADMIN BECAUSE THAT GOES TO THE COUNTY'S SUPPORT SERVICES TO THE DEVELOPMENT FUNCTIONS AND CATEGORY TWO GRANTS, ARE CULTURE OF HERITAGE SQUARE. YOU WILL NOTICE THAT THIS YEAR'S PUTTING 200,000 -- AND THEN THAT IS THE LINE THAT THE TDC MADE A RECOMMENDATION FOR US TO MOVE $100,000 OUT OF THAT LINE TO THIS MARKETING PROMOTION EFFORT THAT CHRISTINA HAD UNDERTAKEN WITH THE HELP OF THE SMALL PASSES ORGANIZATION.

AND SO WE DID THAT BECAUSE SOME OF THE EVENTS THIS YEAR WERE CANCELED. WE WILL HAVE ADDITIONAL MONEY THEIR COACH THAN WHAT WE HAD THIS YEAR.

WE ARE SEEING SUCH AN INCREASE IN OUR -- OR REBOUND, I GUESS, A REBOUND IN APPLICATION REQUESTS THAT TOMORROW MYSELF, CHRISTINA, AND SOME MEMBERS OF ARID MISPRISION ARE GOING TO SIT DOWN AND SEE IF THERE'S AN -- OUR ADMINISTRATION ARE GOING TO SIT DOWN AND SEE IF THERE'S AN OPTION.

HOSTED BY THE AMPHITHEATER IN THE FALL DURING THE MONTH OF SEPTEMBER. AND DENTAL TRANSFER FOR FUNDS THAT GOES TO THE AMPHITHEATER AS WELL, SUPPORTING THEIR OPERATIONAL EXPENSES. THE TOTAL BUDGET AS IT IS CURRENTLY PRESENTED IS 4,000,041.

MOVING ONTO THE CATEGORY THREE, CATEGORY THREE IS LEISURE AND RECOMMEND -- RECREATION. THE ST. AUGUSTINE EACH PROJECT IS FUNDED FROM THIS CATEGORY. OUR EACH CLEANINGS.

THE BEACH TRASH PICKUP AND MAINTENANCE AND MAINTENANCE OF BOARDWALK, WHETHER IT IS THE BOARDS WERE JUST IMPROVEMENTS TO THE FACILITIES. WE ALSO FROM YEAR TO EQUIPMENT WE HAVE AN ARTIFICIAL REEF PROGRAM, THERE ARE EXPORTS TO RE--TOURISM GRANT. I'M LOOKING AT THE DOLLARS THAT ARE ASSOCIATED WITH THAT. THESE FIRST FEW LINES HERE HEALTH INSURANCE WORKERS COMP, CONTRACT OR WORKERS COMP.

THAT LITTLE BIT OF MONEY THERE, SITTING THOUSAND DOLLARS.

IT IS A SMALL ALLOCATION OF FUNDS THAT GOES TO SUPPORTING THE SALARY OF THE PARKS AND RECREATION'S DEPARTMENT DIRECTOR. FOR THEIR OVERSIGHT OF OUR TOURISM SERVICES. AND THEN WE HAVE CONTRACTUAL SERVICES. I CAN, THOSE TWO ARE GOING TOWARDS OUR INTERNAL -- AGAIN, THOSE TWO ARE GOING TO OUR INTERNAL SUPPORT. WE JUST DID NOT HAVE THE FUNDS TO DO SO AND THEN WE WERE NOT EXPECTING TOO MANY SPORTS MARKETING PROGRAMS JUST BECAUSE OF COVID.

AND WORKING WITH THE PARKS AND RECREATION DEPARTMENT, STAFF, AND TAKING DIRECTION FROM THIS BOARD, WE KNOW THAT THAT IS SOMETHING THAT WE WANT TO AND CAN INCREASE.

WE CAN TAKE THAT TO ANOTHER LEVEL.

WE DO NEED FUNDING TO DO THAT. AND SO GOING INTO NEXT YEAR, WE ARE PUTTING 200 CITY $5,500 INTO THAT LINE.

WE ARE KEEPING BEACH MAINTENANCE THE SAME.

THE MAINTENANCE WOULD BE PARKS FACILITY, IMPROVEMENT PROJECTS, HCP'S HABITAT MAINTENANCE. THAT IS MONEY THAT GOES TOWARDS PURCHASING SUPPLIES FOR HELPING TO SUPPORT THE SEA TURTLE PROGRAM. AND THEN THE DO A LITTLE BIT OF ADVERTISING IN THE WAY OF ONLINE ADVERTISING IS WILL FOR PARKS

[01:25:02]

THAT IS THE BIGGEST LINE THAT IS DOWN THE COACH ON THE BOTTOM, THE 3.3 MILLION. THIS GOES IN PART TO ST. AUGUSTINE BEACH PROJECT. THAT IS ABOUT $1 MILLION.

THE ADDITIONAL DOLLARS THAT YOU SEE THERE ARE FOR PROVIDING FUNDING SUPPORT TO THE IMPROVEMENTS TO THE ST. JOHNS COUNTY GOLF COURSE FACILITY. SO THAT BRINGS THE BUDGET FOR NEXT YEAR FROM THIS CATEGORY TO JUST OVER $2.9 MILLION.

>> TERRA, I'M SORRY. WAS THAT IN THE IMPROVEMENTS?

IS THAT THE 3 MILLION? >> 3.3 MILL IN THE.

THE 401 WAS IN FISCAL YEAR 21. >> DO YOU KNOW WHAT THE 400,000 IS? EXPECT I DO.

WE DID NOT -- WE ARE NOT GOING TO SPEND A BIG CHUNK OF THAT.

THAT IS GOING TO ROLL UP. IT WAS INTENDED TO BE FOR AN OFFSHORE PROJECT. THAT IS NOT GOING TO COME INTO

FRUITION. >> AND YOU HAVE NO OTHER

IMPROVEMENTS? >> WE DON'T.

THAT IS RIGHT. THAT LINE WAS ZERO DOUBT.

>> OKAY. ALL RIGHT.

I WILL LET YOU FINISH. >> THAT IS FINE.

SO WE -- I DID MENTION THE ARTIFICIAL REEFS.

SOMETIMES THEY CAN BE IN CATEGORY FOUR AS WELL.

WE ARE NOT ABANDONING THAT PROGRAM, I GUESS.

WE ARE JUST WORKING ON IT AND RETOOLING IT.

SO IT WILL DEFINITELY HAVE SOMETHING.

IT WILL MOST LIKELY HAVE SOME MONEY ALLOCATED TOWARDS THOSE FUNCTIONS IN FISCAL YEAR 23. NOT NECESSARILY FOR 22.

>> AND THAT IS MATERIAL? >> MATERIAL DEPLOYMENT.

USUALLY MATERIAL IS FREE. IT IS THE COST OF GETTING IT OUT

THERE AND DROPPING IT. >> WHAT IS AVAILABLE.

>> YET. ALL RIGHT, CATEGORY FOUR.

CATEGORY FOUR IS ADAMANT EXPENSES.

THIS PICKS UP A VARIETY OF THINGS AS WELL.

WE HAVE OUR VISITOR INFORMATION CENTER.

>> THAT WOULD BE THE PONTEVEDRA HISTORY INFORMATION CENTER.

AND THE VSE EVENTS IN SAINT AUGUSTINE BEACH.

WE PROVIDE FUNDING FOR 2 FIREWORK DISPLAYS.

THERE'S A CONTRA PATIENT THAT GOES TO PG FOR THE ANNUAL SUPPORT. ANY TYPE OF TOURISM DEVELOPMENT STUDIES OR THE TOURISM RESEARCH THAT WE PURSUE THROUGHOUT THE COURSE OF THE YEAR IS PAID FOR OUT OF CATEGORY FOUR.

OUR TOURISM DEPARTMENT STAFF AND THE DEPARTMENT OPERATIONS, THAT IS PRIMARILY MYSELF AND DEENA WHO COME OUT OF THOSE EXPENSES.

AND THEN THE AMPHITHEATER SERVICE, AND THE AMPHITHEATER BLEACHERS. I WILL KNOW THAT GOING INTO THIS YEAR, WE ACTUALLY PAID IT OFF THIS CURRENT FISCAL YEAR.

WE USED TO PAY FOR THE CONVENTION CENTER.

THE SHORTFALL OUT OF THIS CATEGORY.

AND WE PASSED THE CONTRACT WHERE WE NO LONGER PAY FOR THAT.

SO THAT IS NICE. SO HERE, CATEGORY FOUR LIKE YOU SAID, IT KIND OF SAVE US, AT WHAT YOU SEEK WITH CATEGORY THREE. WE HAVE A NUMBER OF THESE LINES AT THE TOP. RETIREMENT.

HEALTH INSURANCE. WORKERS COMP.

THESE ARE ALL EXPENSES THAT GOES TO SUPPORTING THE ADMINISTRATIVE STAFF AND SO THAT IS MYSELF, DENA.

IT IS ALSO ALL OF OUR PART-TIME EMPLOYEES.

TEMPORARY STAFFING, RUN OUR VISITOR INFORMATION CENTER OUT OF THAT. CATEGORY FOUR.

PROFESSIONAL FEES AND RESEARCH. THIS IS THE LAND WHICH WE WOULD -- WE DO PAY FOR ALL OF THOSE IMPROVEMENTS SERVICES, THOSE TOURISM DEVELOPMENT PROJECTS GOING FORWARD.

WE DO AT THIS POINT JUST PROJECTED AS PROJECTS THAT WE DON'T NECESSARILY LIST HERE. I BRING THOSE TO YOU INDIVIDUALLY AS WE GO TO THE COURSE OF THE YEARS THAT YOU CAN TELL ME IF YOU LIKE WHAT I'M BRINGING TO YOU.

WITH AN IN DIFFERENT DIRECTIONS. ONE OF THE THINGS THAT I DO KIND OF HAVE SORT OF NOTED IN HERE IS I DID PLAN TO PURSUE FOR YOU ALL THE OPPORTUNITY TO DO ANOTHER TOURISM, TO WRIST VISITOR RESEARCH PROFILE STUDY. SO WE LEFT ENGAGED DOWN BACK IN 2019 WHEN I PRESENTED THAT TO YOU ALL.

I HAVE SUGGESTED THAT WE DO SOMETHING LIKE THAT EVERY 30 IS, GOING INTO CALENDAR YEAR. 22.

[01:30:02]

I WILL ACTUALLY BRING THAT BACK TO YOU AS A SEPARATE PROPOSAL AND YOU CAN GIVE US SOME INPUT ON IT AT THAT POINT.

IN THIS CATEGORY, THE INDIRECT ADMIN COSTS.

WE SHALL LEARN THAT MORE OF THOSE COSTS.

THAT IS A PRETTY SUBSTANTIAL AMOUNT OF MONEY THERE.

THEY HAVE BEEN AT $100,000. WE PUSHED THAT DOUBT THIS YEAR BECAUSE WE HAD REDUCED BY THE. WE WILL BE BRINGING THAT BACK UP. SAME THING WITH THE VISITOR INFORMATION CENTERS THAT HAD TAKEN A HIT.

SO WE ARE RETURNING BACK TO PRIOR YEARS FUNDING.

>> TRAVEL IS LARGELY GOES TO SUPPORTING THE COST OF OUR REMOTE WERE NOT OUR REMOTE. OUR HERITAGE RENT.

WE HAVE THAT MEETING. WE WILL BRING THEM IN.

COMMUNICATIONS POSTAGE, VEHICLE MAINTENANCE.

THAT IS SUPPORTING THE OPERATION OF THE DEPARTMENT.

SPECIAL EVENTS. THIS GOES TO PAYING FABRICS.

IT ALSO GOES TO PAYING LIGHTS. A LITTLE BIT OF MONEY FOR ADVERTISING GOES LARGELY TO SUPPORT THE AMPHITHEATER.

AND YOU HAVE A VARIETY OF THINGS HERE.

ALL OF THE SUPPLIES, SOFTWARE, OPERATING SUPPLIES.

AND THEN THE DUES MEMBERSHIP -- AND MEMBERSHIP.

AND THE CONTRACT AND DEVELOPMENT WE PROVIDE TO PG FOR EACH YEAR AND THE AMPHITHEATER SERVICES. FOR CATEGORY FOUR, THAT BRINGS THE TOTAL TO 2 MILLION. IN THE LAST IS CATEGORY FIVE.

CURRENTLY AS IT STANDS, ESSENCE. THIS IS CERTAINLY ONE OF THOSE CATEGORIES THAT STANDS TO SEE A LARGE CHANGE IF EITHER OF THE TDC'S RECOMMENDATIONS ARE ACCEPTED BY THE BOARD AND THAT WOULD BE EITHER TO RETOOLING OF THE TOURIST DEVELOPMENT PLAN OR THE ALLOCATION TO THE DIFFERENT CATEGORIES THE MOMENT.

THIS IS A PRETTY BROAD CATEGORY. IT PICKS UP A LOT OF THINGS AND IT IS REALLY FUNDING AT THE BOARD OF COUNTY COMMISSIONERS DIRECTIONS. THE THINGS THAT HAVE BEEN APPROVED SO FAR ARE PONTEVEDRA SOUTH OR THE NOURISHMENT PROJECT. THAT WAS APPROVED IN A PRIOR FISCAL YEAR. IT CARRIES FORWARD FOR 20 YEARS PRESENTED THE PONTEVEDRA NOURISHMENT PROJECT WHICH IS, I THINK, IN JUNE. I BELIEVE THAT IS WHAT THAT IS.

DON'T LOOKING THE BREAKDOWN OF THAT, WHAT WE SEE GOING FORWARD IS FOR NEXT YEAR WE ARE PUTTING THOSE TWO PROJECTS OUT OF THESE LINES WITH THE TRANSFER FUNDS AND THE RESERVE AND THERE WAS A CONTINGENCY RESERVE, WHICH IS ESSENTIALLY CARRYING FORWARD THE FUNDS FROM A PRIOR FISCAL YEAR.

THAT BRINGS THE BUDGET FOR THIS CATEGORY TO JUST OVER $3 MILLION. THAT $3,000,050.

THAT IS MY EXCITING SUMMARY OF THE BUDGET.

AND I'M HAPPY TO ANSWER ANY QUESTIONS.

WHAT WE'RE LOOKING FOR IS EITHER INPUT ON ANY OF THE PROMOTIONAL PLANS OR THE BUDGET. DOESN'T THE BUDGET AS IT HAS ORIGINALLY BEEN PRESENTED TO THE BOARD OF COUNTY COMMISSION NURSE. WE HAVE THE OPPORTUNITY TO EDIT IT AND MODIFY IT FOR FINAL DECISION? OF THE TDC CAN MAKE SUGGESTIONS AND RECOMMENDATIONS AND I WILL WORK WITH OUR OFFICE OF MANAGEMENT AND BUDGET TO PRESENT

THOSE. >> SO YOU ARE NOT LOOKING FOR A PROMOTION HERE THEN? THIS IS JUST IN.

THAT YOU ARE WANTING? >> WILLY BOATMAN IF YOU HAVE INPUT, YES, PLEASE LET ME KNOW. IF YOU LIKE EVERYTHING AS IT HAS BEEN -- WE WILL LOOK FOR RECOMMENDATIONS TO ACCEPT AND RECOMMEND APPROVAL OF WHAT YOU HAVE SEEN.

>> THANK YOU. FIRST, I DON'T HAVE 1203 IN MY PACKET. IF I COULD GET THAT IN MY PACKET. THE SECOND THING THAT I WOULD LIKE -- IMPROVEMENTS OTHER THAN IN CATEGORY THREE, I WOULD LIKE TO SEE SOME TYPE OF LINE PUT IN IF AND IF IT IS JUST $25,000.

SO THERE CAN BE A MATCH FOR BOAT RAMPS.

BECAUSE WE CAN MATCH IT WITH THE FEED AND IF WE HAVE THAT MONEY ALREADY ALLOCATED, IF THAT COMES ALONG, WE HAVE THE ABILITY TO DO THAT. SO -- AND -- SORRY.

[01:35:04]

I WOULD JUST LIKE TO SEE SOME MONEY ALLOCATED IN THAT LINE FOR IF THAT COMES ALONG BECAUSE OUR BOAT RAMPS ARE A PRIORITY AND WE GET A LOT OF VISITORS WITH OUR BOAT RAMPS.

>> I HATE TO OPEN THIS WOUND. BACK TO COUNTY COMMISSION MEETING, WHAT I READ, I GUESS I MISUNDERSTOOD, IF THESE ASSETS -- THERE STILL IS, SING AUGUST AND BEACH.

STILL AT THREE? >> SO IT IS APPROVED IF IT IS APPROVED, SO WHAT WE HAVE DONE SO FAR, KIND OF REAL BRIEF READER'S DIGEST OF THE HISTORY OF THE WORLD IS SO FAR TO DATE, THE COUNTY COMMISSIONERS HAS MADE A REQUEST TO WEIGH IN ON A COUPLE OF THINGS. HOW SHOULD IT BE USED? DO YOU HAVE ANY CHANGES TO THE PLAN? THAT TDC HAS REVIEWED THAT REQUEST AND HAS SAID YES, YOU SHOULD DO THESE THINGS. YOU SHOULD LEVY IT.

YOU SHOULD MODIFY THE PLAN. AND HERE'S HOW YOU SHOULD ALLOCATE THE PENNIES. THE BOARD OF COUNTY COMMISSIONERS WENT THROUGH THE FIRST READING OF THAT.

THEY HAVE HURT YOUR RECOMMENDATIONS.

THEY ARE REQUIRED BY I THINK THEIR POLICIES OR THEIR COACH THEY ARE REQUIRED BY SOMETHING IN THE WORLD TO HEAR TWO READINGS OF IT. THEY WILL NOT VOTE ON ANY OF THOSE THINGS. UNTIL JULY 20TH.

AND THEN DEPENDING UPON HOW THEY VOTE WILL DETERMINE HOW THEY GO FORWARD. SO FOR THE END -- IN TERMS OF TODAY, WHAT WE ARE OPERATING UNDER IS HOW THE PLAN IS AT THE MOMENT, WHICH IS FOUR PENNIES. SEEN AUGUST -- SEEN AUGUST AND BEACH, AS ARE ALL OF OUR BEACH OPERATIONS.

THE MAINTENANCE OF BOARDWALKS. AND THEN CATEGORY FIVE PAYS FOR OUR NOURISHMENT PROJECTS THAT HAVE BEEN APPROVED WHICH DOES NOT TOUCH UPON THE REGION NORTH AT THIS TIME.

IF ON JULY 20TH THE BOARD OF COUNTY COMMISSIONERS APPROVES ANY OF THOSE THINGS, DEPENDING UPON WHICH VERSION THAT THEY APPROVE, THEN STAFF, MYSELF IN COORDINATION WITH THE OFFICE OF MANAGEMENT AND BUDGET WILL TAKE THIS EXISTING BUDGET WITH WHATEVER CHANGES THE DEED -- THE TDC IS SUGGESTING.

WE WILL MAKE ALL OF THESE NUMBERS AND THESE DOLLARS FOR THE NEW MOLD THAT WE GET SENT THAT IT IS ALL SAYING THE SAME THING BUT IN A DIFFERENT WAY. AND THAT IS WHAT WILL GO TO THE COUNTY COMMISSIONERS IN SEPTEMBER WHEN THEY PUT ON THE FINAL BUDGET FOR FISCAL YEAR 22. -- VOTE ON THE FINAL BUDGET FOR FISCAL YEAR 22. IT DOES NOT LINE UP PERFECTLY, BUT WE WILL MAKE IT WORK IN THE END.

>> SO THE BUDGET THAT YOU PRESENTED VERY WELL THAT CHANGE

-- >> NOT NECESSARILY.

IF WE GO TO OF THE JULY 20TH MEETING AND THE BOARD OF COUNTY COMMISSIONERS SAID WE ARE NOT INTERESTED IN MAKING ANY CHANGES TO THE TOURIST DEVELOPMENT PLAN AT THIS TIME AND THERE'S NO NEED TO VOTE ON LEVYING OR ALLO ALLOCATING.

IT WILL STAY JUST LIKE THIS. >> SO WE ARE LOOKING AT THIS

RIGHT NOW. >> THAT IS RIGHT.

>> THEY HAVE DONE RECOMMENDATIONS THAT WERE NOT CONSISTENT WITH WHAT WE SENT THEM.

EXPECT WHAT I WAS ASKED TO DO AS A STAFF AT THE LAST MEETING WAS TO BRING BACK AN ALTERNATIVE FURTHER CONSIDERATION.

THEY DID NOT VOTE ONE WAY OR THE OTHER PART I WAS ASKED TO BRING BACK AN ALTERNATIVE WHICH ALLOCATED -- THE PRESUMPTION THAT I KIND OF MADE AS STAFF AND BASED ON THE DISCUSSION WAS THAT THEY DID NOT LIKE THAT SUGGESTED PLAN CHANGES.

SO THE DISCUSSION AT THE BOARD LEVEL SEEMED TO ACCEPT AND BE IN TERMS OF THE CONSOLIDATION OF THE EXPENDITURES AND THE CATEGORY FIVE. SO WHAT WAS ASKED WAS THAT I BRING BACK A TABLE THAT SHOWED .2 PENNIES ALLOCATED TO THE CATEGORY ONE WHICH WOULD BE DESTINATION MARKETING .2P ALLOCATED FOR RECREATION WHICH WOULD NOT HAVE ANY BEACH EXPENDITURES ON IT. AT 10.6 PENNIES IN CATEGORY FIVE

WHICH WILL BE THE BEACH. >> WILL WE SEE A COMPARISON WITH WHAT WE RECOMMENDED AND WHAT THEY ARE PROPOSING OR DOING?

>> I CAN -- SURE. I CAN CERTAINLY.

WHERE IS THE APPROPRIATION FOR THE INFRASTRUCTURE COMING OUT OF THE SAINT AUGUSTINE? AND I THINK SAINT AUGUSTINE

[01:40:01]

WHERE IS THAT COMING FROM? >> WHAT WAS PREVIOUSLY PROVED? THERE WAS SOMETHING PREVIOUSLY PROVED THIS YEAR.

THAT IS COMING OUT OF THIS YE YEAR'S -- IF I KNOW WHAT YOU'RE TALKING ABOUT CAT THAT IS COMING OUT OF THIS YEAR'S CATEGORY FIVE. SO IT IS IN FISCAL YEAR 21 CATEGORY FIVE. IT IS THE WON TIME ALLOCATION.

>> TERRA, I THINK TWO CITIES ASKED FOR MONEY FOR INFRASTRUCTURE. THAT IS UP TO THE COUNTY.

>> OH, I'M SORRY. OKAY.

I APOLOGIZE. THAT IS ] SO -- RIGHT. SO WHAT -- PARKING IMPROVEMENTS WOULD COME OUT OF CATEGORY FOUR IF THEY WERE APPROVED.

WHAT WE HAVE TAKEN UP IS AT THIS LEVEL AND THIS MEETING IS A DISCUSSION OF THE PLAN WHICH DOES NOT DIVE DOWN INTO THAT AND THEN IT WOULD BE THE BOARD LEVEL WHEN THEY APPROVE THE BUDGET ANNUALLY AS TO HOW THEY WANT TO DIVVY UP THE FUNDS.

BUT I THINK THAT WAS TIED INTO THAT.

YEAH. SO NONE OF THAT IS CONTEMPLATED

IN THIS BUDGET AT THIS MOMENT. >> WELL, WE ARE PRETTY CERTAIN THIS WILL BE CHANGED AND ALTERED.

IN TERMS OF THESE BUDGETS. BECAUSE IF -- IT SEEMED LIKE I SAID AT THAT MEETING AND IT SEEMED LIKE THAT IS KIND OF --

>> I HAVE WORKED IN GOVERNMENT FOR ALMOST 20 YEARS.

IF THERE'S ONE THING I HAVE LEARNED, YOU SHOULD NOT COUNT YOUR CHECKS BEFORE THEY HATCH. I CANNOT SAY HOW THEY WILL VOTE.

IN TERMS OF THIS BUDGET, WE HAVE GOTTEN A LITTLE BIT OF YOUR TO THAT METRIC WE HAVE 25000 FOR OUR ARTIFICIAL REEF PROGRAM.

BUT IF THAT FIFTH PENNY IS LEVIED BUT THE TDC LIKE THIS PLAN, WHAT WE WILL TAKE -- WHAT STAFF WILL TAKE TO THE BOARD OF COUNTY COMMISSIONERS IS A REVISED BUDGET THAT MIRRORS T THIS, THAT MIRRORS EXPENDITURES. AND IT LAYERS ON TOP OF IT THE CHANGES TO THE PLAN. IF YOU SAY YOU WANT TO 25000 FOR ARTIFICIAL REEFS AND WE PUT THAT IN HERE AND THIS PASSES, BUT WWILL BE TAKEN TO THE POINT IS STILL A TDC RECOMMENDED BUDGET.

IT MIGHT BE IN A DIFFERENT CATEGORY.

OR IT MIGHT LOOK A LITTLE DIFFERENT.

BUT THE EXPENSE TYPES AND THE DOLLARS ALLOCATED TO EACH EXPENSE WILL STILL BE THE SAME FOR THIRD FOUR PENNIES, WHICH IS WHAT THIS BUDGET CONTEMPLATES. CLEAR AS MUD?

>> I ACTUALLY UNDERSTAND. >> EXCELLENT.

>> AND AT THIS POINT, THIS IS ALL YOU CAN PRESENT BECAUSE IF

THERE IS NO CHANGE -- >> THAT IS RIGHT.

>> WITH THE EXCEPTION OF WHAT TROY TALKED ABOUT.

WE REALLY CAN'T VOTE ON ANYTHING.

THIS IS SOMETHING YOU WERE GOING TO PUT FORWARD.

HE HAS POTENTIALLY MADE A CHANGE TO THIS, CORRECT?

>> TROY HAS MADE A CHANGE TO? >> SAMUEL TROY BLEVINS: I HAVE

MADE A REQUEST. >> YOU MENTIONED THAT YOU WOULD DO THAT. SO ARE WE VOTING ON SOMETHING THAT HE HAS REQUESTED AS WELL IN THERE? IS THERE A 25,000-DOLLAR DIFFERENCE?

>> HOW YOU GUYS WILL MOVE FORWARD IS YOU CAN EITHER -- SO THE OTHER FOUR MEMBERS, SOME OF YOU MADE LIKE HIS SUGGESTION AND SOME OF YOU MAY NOT. LIKE WHEN YOU CONTEMPLATE ANYTHING ELSE CAN YOU TAKE UP A MOTION.

YOU CAN EITHER APPROVE IT AS PRESENTED OR YOU CAN APPROVE IT AS SUGGESTED WITH SUGGESTED CORRECTIONS.

INDICATES OF THE $25,000, WHAT I'M GOING TO DO IS I'M GOING TO GO BACK AND JUST SIT DOWN WITH PARKS AND WE ARE GOING TO FIGURE OUT HOW WE NEED TO ADJUST THESE NUMBERS.

MAYBE WE PULLED A FEW THOUSAND ON BEACH MAINTENANCE.

BECAUSE WE DON'T HAVE AN ADDITIONAL 25,000.

BUT 25,000 IS A RELATIVELY SMALL NUMBER.

SO IT WILL BE SOMETHING ON HERE THAT WILL GO DOWN.

BUT WE WILL WORK IT OUT. SO THAT IT HAS A MINIMAL IMPACT.

>> THANK YOU. >> YOU CAN SAY POOL 25,000.

THAT IS YOUR OPTION, TOO. >> THE REASON I'M REQUESTING IS THERE'S OTHER MONEY WHERE WE CAN GET A TWO-FOR-ONE.

AND IF WE DON'T HAVE THAT, MAKES IT MUCH MORE CHALLENGING.

>> WHAT WE ARE ASKING FOR -- IT IS MORE ABOUT THE PROCESS THAN THE PROCEDURE THAT IT MAKE SURE THAT WE ARE DOING THE RIGHT

[01:45:04]

>> SO IT WOULD BE APPROVAL OF THE BUDGET AS AMENDED.

I DON'T EVEN KNOW. WE HAVE NOT REALLY MADE AN AMENDMENT. YOU HAVE TO SAY WORK AT THE MANY

IS COMING FROM. >> YOU CAN JUST SAY SUGGESTED CHANGES. YOU HAVE TWO OPTIONS HERE.

YOU CAN MAKE THE SUGGESTED CHANGE AND STAFF CAN GO AND WE CAN ADJUST THOSE NUMBERS ACCORDINGLY.

OR YOU CAN MAKE THE CHANGE AND SAY, WITH A CORRESPONDING REDUCTION AND IT WOULD HAVE TO BE SOMETHING LIKE SPORTS MARKETING. WE CAN'T REDUCE THINGS LIKE

INDIRECT ADMIN COST. >> YEP.

UNDERSTOOD. UNDERSTOOD.

SO ARE YOU LOOKING FOR -- I CAN MAKE A MOTION.

I WILL MAKE A MOTION. >> I HAVE A QUESTION.

>> OKAY, GO AHEAD. >> DOES ALL OF THE DESTINATION MARKETING HAVE TO GO TO THE NUMBER WON? CAN THEY GO IN OTHER CATEGORIES? WHAT WITH THE CULTURAL BE?

>> YES. SO DESTINATION MARKETING IS THE CATEGORY OF THE PLAN. AND WHAT WE PUT IN THAT CATEGORY HAS TO ME THAT DEFINITION. SO I THINK TO ANSWER YOUR QUESTION, I THINK WHAT U.S. AND IS, IT DOES ALL THAT MONEY IN CATEGORY ONE HAVE TO GO TO THE VISITORS AND CONVENTION BUREAU CONTRACT? AND THE ANSWER IS NO.

CERTAINLY COULD BE COULD PAY THE CULTURAL COUNCIL THAT THOSE -- MARKETING FOR US. WE COULD PAY A PORTION OF THEIR CONTRACT. THE CHAMBER OF COMMERCE SAYS SOME TOURISM PROMOTION FOR US. WE HAVE A LITTLE BIT OF ADVERTISING IN CATEGORY THREE AND FOUR AS WELL.

AND SO THOSE TYPES OF SPACES WOULD BE ELIGIBLE AND PAID OUT OF CATEGORY ONE. SO THE ANSWER IS NO.

WE DON'T HAVE TO PAY OUT OF CATEGORY ONE DOLLAR.

>> WELL, JUST COMING FROM THE CARE THOSE PRESENTATIONS I HAVE SEEN, YOU HAVE A NEW PLAN IN THE CULTURAL SIDE OF THAT.

AND I THINK IT IS SOMETHING THAT SHOULD BE EXPLORED IF YOU NEED EXTRA MONEY. IT MAYBE SOMETHING TO LOOK AT.

YOU ALWAYS LOOK AT RATE OF RETURN.

WHEN WE GET A BETTER RATE OF RETURN CAN'T HAVE A MILLION IN THE DESTINATION MARKETING, THE BCB OR SOME MONEY IN THE OTHER CATEGORY. THAT IS SOMETHING.

THE DISCUSSION. I DON'T KNOW.

OUT OF THAT BUCKET. I WOULD BE RIGHT BEHIND YOU AND SUPPORTING THAT RECOMMENDATION. THANK YOU.

>> I WOULD SUPPORT THAT. >> I WOULD AS WELL.

>> THAT IS SOMETHING WE COULD JUST RECOMMEND.

>> YES. >> KIND OF SEE.

I KNOW WE ARE INTERESTED IN THAT MARKETING PLAN.

-- THE MARKETING PLAN. >> I'M GOING TO THROW OUT THERE THAT THE TDC HAS TWO RECOMMENDATIONS.

WE HAVE A RECOMMENDATION TO PUT $25,000 IN CATEGORY THREE NOTED

FOR ARTIFICIAL REEFS PROGRAM. >> IT IS ACTUALLY MORE FOR BOAT

RAMPS. >> FOR BOAT RAMP.

>> OKAY. EXCELLENT.

AND THE SECOND ONE IS TO -- FOR STAFF, FOR TARA TO WORK WITH CHRISTINA, THE EXECUTIVE DIRECTOR TO THAT OUT WHAT -- FOR TO PUT MARKETING PROGRAM NEXT YEAR TO COME UP WITH THE DOLLAR AMOUNT AND TO LOOK AT THE VISIBILITY OF PROVIDING THAT OUT

OF CATEGORY ONE. >> YEAH.

>> AND I THINK -- IS ZERO, AGAIN, THIS YEAR.

>> OH, IT IS ZERO AGAIN?

>> YOU ARE PROBABLY -- >> -- THE WHOLE BUDGET.

>> IT SOUNDS LIKE IT IS GOING TO BE ZERO.

>> THAT IS PROBABLY A MISTAKE ON MY.

I TRANSFERRED THEM IN HERE. I MEANT TO TAKE IT OUT.

IT HAS TO BE FUNDS FOR SOME OTHER TYPE OF ONE OF THOSE TYPES OF SERVICES. DOES THAT MAKES SENSE? MY APOLOGIES. I WILL CHECK THAT, THOUGH.

[01:50:04]

>> MR. CHAIRMAN? >> YES.

>> A BRIEF COMMENT. THE RESEARCH MONEY THAT IS IN CATEGORY FOUR. I HOPE THAT THAT STAYS ENTER THAT BELIEF PUNCTUATE THE FACT THAT THERE IS ONE OVERARCHING RESEARCH CAME TO EVALUATE THE EFFECTIVENESS AND EVERYTHING THAT IS BEING DONE. AND WE HAVE TALKED ABOUT THIS MULTIPLE TIMES. AND I JUST THINK IT IS REALLY WISE THAT THE TDC DO THAT AND THAT WE REALLY LOOK AT CAUSE AND

EFFECT MORE CAREFULLY. >> THANK YOU.

ARE THERE ANY QUESTIONS, COMMENTS?

>> ALL RIGHT. READY FOR THAT MOTION.

TERRA-COTTA CORRECT ME. I WILL HAVE TO DO THE VERBIAGE ON THIS. I'M PREPARED TO MAKE A MOTION TO ACCEPT THE BUDGET WITH THE SUGGESTION OF THE TDC BOARD.

IS THAT CORRECT? >> SECOND.

COMMENT? -- PUBLIC COMMENT? ANY OTHER COMMENTS BEFORE A VOTE?

[11. MONTHLY REPORTS PROVIDED IN PACKETS]

THANKS. WE ARE ONTO THE --

>> MONTHLY REPORTS. >> MICHAEL GORDON: MET THE REPORT. THE PACKETS.

>> THEY ARE MONTHLY REPORTS FROM YOUR PACKETS.

YOUR REPORT FROM THE CULTURAL COUNSEL AND THEN YOU ALSO HAVE A SUMMARY OF TDT. AND WE DO HAVE SOME SLIDES FROM SUMMARY SLIDES INCLUDED FROM THE BCB.

I'M SURE IF SUSAN IS STILL IN THE AUDIENCE, IF YOU'RE INTERESTED, SHE COULD GIVE YOU AN UPDATE.

THAT WAS, IF THAT IS INCLUDED IN YOUR PACKET AS WELL.

-- OTHERWISE, THAT IS INCLUDED IN YOUR PACKET AS WELL.

>> I WOULD JUST ESTATE ON DISK FROM THE BCB, THERE IS TREMENDOUS ACTIVITY WITH SOCIAL AND LEISURE GROUP IN THE MARKET OF TO BE DRIP. THERE'S A LOT HAPPENING WHICH IS REALLY GOOD. JUST ASIDE TO WHAT IS THERE.

>> AND ADDING ONTO THAT, IF YOU LOOK AT THE TOURIST DEVELOPMENT TAX REPORT, THE COLLECTIONS REPORT THAT WE ARE DOING REALLY WELL. TOURISM IN OUR LOCAL AREA HESITANTLY REPENTED FOR SEVERAL OF THE MONTHS IN RECENT HISTORY.

WE ARE ACTUALLY BREAKING AVERAGE ALL-TIME RECORDS.

WE ARE JUST THOSE PEOPLE ARE COMING IN RECORD NUMBERS.

AND THEY ARE SPENDING LOTS OF MONEY, WHICH IS GREAT.

[11. MEMBER COMMENTS]

>> WE ARE UP 15% IN SAINT AUGUSTINE.

WE ARE IN JACKSONVILLE -- WHERE JACKSONVILLE HAS NOT GOTTEN BACK

TO 19 NUMBERS. >> YEAH.

>> ANTI-ADR IS UP. >> YEAH.

QUIET MAC --

>> ANY MEMBER COMMENTS? I WANT TO SAY, THANK YOU TO DEAD. HE IS A SHORT TIMER.

TOMORROW IS HIS LAST DAY, RIGHT? >> THAT IS ACTUALLY TEDDY

SITTING. >> THERE.

THIS IS TEDDY WITH US. HE IS THE PARKS AND RECREATION STAFF. SO THE --

>> YOU CAN TAKE THE MESSAGE TO DOUG.

>> HE IS -- HAS DEPARTED WAYS WITH US.

HIS LAST DATE WAS -- DAY WAS FRIDAY.

HE WAS RETIRING. HE IS FROM TENNESSEE OR AT LEAST HE LIVED IN TENNESSEE FOR A LONG TIME.

HE IS RETURNING BACK THERE. HE AND HIS WIFE HAD SOME LIFE CHANGES. SO HE IS GOING BACK TO HIS HOME.

WE WILL SEE HIM AROUND AGAIN. TEDDY IS EXCELLENT.

WE ARE HAPPY TO HAVE HIM HERE. I FEEL LIKE HE HAS MY BACK IN CASE YOU START ASKING THE NITTY-GRITTY QUESTIONS ABOUT

PARKS. >> THEY HAVE THAT REIGNS.

>> THEY HAVE THE REIGNS. I THINK THEY ARE LOOKING TO DO THAT DECISION. HOPEFULLY WE WILL HAVE A NEW

[01:55:01]

>> THANK YOU. >> IS THIS YOUR LAST MEETING?

>> I WANT TO THANK YOU FOR ALWAYS BEING REPAIRED THOSE

PREPARED AND BEING FORTHCOMING. >> SHE IS EVER OVER ACHIEVER.

>> ABSOLUTELY. >> THE REST OF US ARE GOING TO

HAVE TO STEP UP. >> THANK YOU.

>> THANK YOU. >> WE APPRECIATE YOUR HARD WORK.

THANK YOU VERY MUCH FOR THE YEARS.

IT HAS BEEN A PLEASURE WORKING FOR YOU.

YOU HAVE CONTRIBUTED. THANK YOU.

ANYTHING YOU WOULD LIKE TO SAY? PAR BEFORE YOU DEPART?

>> AGAIN, I'M GOING TO READ IT. IT IS BITTERSWEET TO BE STEPPING DOWN. IT HAS BEEN IMPROVEMENTS TO SERVE WITH EACH OF YOU. THE PREVIOUS COMMISSION MEMBERS AND TO WORK WITH STAFF, TARA REGINA DIENER, AND THE CULTURAL COUNSEL AND THE CHAMBERS. WE HAVE ACCOMPLISHED GOOD THINGS. THERE'S MORE TO DO.

AND IN THAT SPIRIT, I SPIRIT, I WOULD LIKE TO TAKE ONE MINUTE TO DEPOSE THREE QUESTIONS THAT I HOPE WILL REMAIN IN THE FOREFRONT AS THE TDC CONTINUES TO GUIDE TOURISM DEVELOPMENT.

FIRST, HOW WELL THE TDC CONTINUE TO MEET VISITOR EXPECTATIONS WHILE PRESERVING THE HISTORIC LEGACY AND MEETING THE QUALITY OF LIFE EXPECTATIONS. SECONDLY, ST. JOHNS COUNTY IS THE TENTH FASTEST GROWING COUNTY IN THE COUNTRY.

POPULATION IS GROWING FOR THE PERSON IN THE LAST TEN YEARS.

TOURISM DEVELOPMENT THAT ARE COORDINATED.

THE CITIES OF SAINT AUGUSTINE, SAINT AUGUSTINE BEACH, CULTURAL COUNSEL, AND THE CHAMBERS SPECIFICALLY.

WHAT ARE THE OVERARCHING GOALS FOR THIS MARKET RESPONSIBLE TOURISM GROWTH AND HELPMATE EFFORTS BE BETTER COORDINATED TO ACHIEVE THOSE GOALS. WE TALKED ABOUT IT A LOT.

IT WOULD BE GREAT TO SEE MORE TRACTION.

[12. NEXT MEETING DATE – September 20, 2021]

AND I APPRECIATE ALL OF YOU SO MUCH.

THANK YOU. >> THANK YOU, DIANE.

THE NEXT MEETING IS -- >> IF I CAN JUMP IN ON THIS.

I HAVE A CURE, THE NEXT MEETING IS FOR SEPTEMBER 20TH.

PREVIOUSLY, THAT AT LEAST THE BOARD MEMBERS HERE, AND POSSIBLY TO THE GENERAL PUBLIC IS WELCOME WE HAVE PUT OUT A TENTATIVE SCHEDULE THAT INCLUDES AN AUGUST MEETING.

THE ARTS CULTURAL HERITAGE FUNDING PANEL IS GOING TO MEET IN AUGUST AND SUE WE ARE GOING TO ASK THAT THEY MEET ON SEPTEMBER 20TH TO REVIEW THE RECOMMENDATIONS FROM THE FUNDING PANEL ON THE ARTS CULTURAL HERITAGE GRABS AS WELL AS SPORTS TOURISM GRANTS. THIS SEPTEMBER 20TH MAY NOT ALIGN WITH WHAT YOU GUYS ALREADY HAVE ON YOUR CALENDARS BUT IF YOU DON'T MIND, MAKE A SPECIAL NOTE OF THAT.

I WILL PROBABLY SEND EVERYBODY AN EXCELLENT REMINDER E-MAIL

HERE MAYBE TOMORROW. >> WENT DOES THE BCC VOTE ON THE BUDGET

* This transcript was compiled from uncorrected Closed Captioning.